Beth is the chief marketing officer for a large law firm. After reviewing sales data, she notices most cases come from clients in a neighboring city. She decides to boost advertisements in that city to increase case numbers. What concept did she identify?

• A. Revenue
• B. Target Market
• C. Pricing
• D. Value Proposition

Answer: (B)

Identifying the target market means focusing marketing efforts on the specific group most likely to hire the firm. Beth sees that most of the firm’s cases come from clients in a neighboring city, so that city represents the audience most likely to convert. By increasing advertising there, she’s aligning resources with the group that will generate more cases, making the marketing effort more efficient and effective. This differs from just thinking about revenue (overall income), pricing (setting fees), or the value proposition (the promises of benefits offered); the core idea is concentrating on the particular group most likely to respond and become clients.