After identifying various market segments that her company could pursue, Lisa evaluated each segment's attractiveness based on size, income, and accessibility. Lisa was involved in

The process Lisa is engaged in aligns with target marketing, which involves evaluating different market segments to determine which ones a company should focus on for its products or services. Target marketing requires a company to analyze various characteristics of potential segments, including size, income, and accessibility, to identify those that offer the most favorable conditions for their offerings.

By assessing the attractiveness of these market segments, Lisa is making informed decisions about where to allocate resources and which groups would likely respond best to her company's marketing efforts. This strategic focus allows companies to tailor their marketing strategies and product offerings to better meet the needs and preferences of specific consumer groups, ultimately enhancing the effectiveness of their marketing initiatives.

The focus on evaluating market segments also distinguishes target marketing from market research, which is more about gathering data and insights about the market rather than making decisions on which market segments to pursue. Other concepts like market penetration and product development pertain to different aspects of the marketing strategy, such as increasing sales within existing markets or creating new products, respectively. Thus, Lisa's activity is clearly situated within the realm of target marketing.