•The process of IDENTIFYING and evaluating marketing opportunities gives rise to many new ideas, each of these opportunities must be studied relevance to the COMPANY’s resources. This steps involves:
1.Segmenting & Targeting
2.Positioning
•Services marketing can not be separated from market segmentation. There are some segmentation methods which are used by SERVICE organization:
1.Demographic variant
2.Psychographic variant
•After this process market targeting is focused, deciding on which of the market segment to target is a challenging one & after this process the service provider decides upon the number of segments to serve such as:
1.Undifferentiated marketing —e.g. Mass banking
2.Differentiated marketing —e.g. bank PRODUCTS for products for corporate clients and individual clients
3.Concentrated marketing — e.g. special agricultural banks or industrial credit banks.

•The process of identifying and evaluating marketing opportunities gives rise to many new ideas, each of these opportunities must be studied relevance to the company’s resources. This steps involves:
1.Segmenting & Targeting
2.Positioning
•Services marketing can not be separated from market segmentation. There are some segmentation methods which are used by service organization:
1.Demographic variant
2.Psychographic variant
•After this process market targeting is focused, deciding on which of the market segment to target is a challenging one & after this process the service provider decides upon the number of segments to serve such as:
1.Undifferentiated marketing —e.g. Mass banking
2.Differentiated marketing —e.g. bank products for products for corporate clients and individual clients
3.Concentrated marketing — e.g. special agricultural banks or industrial credit banks.