The manager will look for segments that are large enough and have sufficient purchasing power to give an adequate return and make a differentiated marketing approach worthwhile. This information is critical to the selection of target markets. An example of differentiation could be the difference between vegetable growers with small holdings supplying a range of fresh produce to local markets and specialist growers producing vegetables to supply a canning factory. There are a number of broad classes of crops. These include cereals, pulses, oils, fibres, industrial crops, vegetables and flowers.
Vegetables can be further sub-divided by type, e.g. leafy, legumes, fruit, and root.
Each of these types has, in turn, a range of species and varieties. Thus a complete study could involve too much work for the resources available. Crops must therefore be chosen which are directly relevant to the company's business or form part of an evaluation of new opportunities. Accordingly, the marketing manager may choose to separate the larger managed farms for personal attention and target farmers who sell their crops for cash rather than those who retain crops for use on the farm.