A01 chaf6542 06 se fm indd

Target market strategies

We have seen that we need to review the options for using the digital media to reach new 

markets or develop existing markets. Within both of these markets we need to analyse the 

target market in more detail to understand their needs and potential and then develop a 

Box 8.1

The Electronic Shopping or ES Test

This test was developed by Michael de  Kare‑  Silver to assess the extent to which con‑

sumers are likely to purchase a retail product using the Internet. De  Kare‑  Silver sug‑

gests factors that should be considered in the ES Test: