Keith is developing an Internet auction-based business. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Keith now has to choose which target market to focus his efforts on. What factors should influence his decision?

His ability to pursue each target segment is a key factor. Since it is an Internet auction-based business, Keith should be able to access information about past sales of similar products, number of bidders, and prices. This will help determine the attractiveness of each segment. He should also consider his strengths and weaknesses relative to the other competitors and look for opportunities and potential threats. He will also want to consider whether to adopt an undifferentiated, differentiated, concentrated, or micromarketing targeting strategy.