After evaluating the different segments, the company must choose which and how many segments will the product target. (Markeitng: an introduction. pg 167)
The decision that the company takes about which segment will the cookbook target will depend on the content of the book itself and on the characteristics of the customers. for example, restaurant of high cuisine does not need a cookbook of its won recipes to elaborate at home.
Using intermarket segmentation, they form segments of consumers who have similar needs and bying behavior even though the are located in different countries. (Marketing: an introduction. pg 175)There are countries with similar characteristics that make up a customer segmentation, but in the specific case of "Boom!!! and the egg is ready", the marketing segmentation wider and generalized since the egg consuption and its recipes are widely accepted on a global scale.
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