How can a company gain competitive advantage through differentiation? Describe an example of a company not mentioned in this chapter that illustrates one type of differentiation discussed. This is the second question Marketing a service poses new challenges to the marketer. In this assignment, pick one of the following services: A doctor’s office, an airline, an employment agency, or a bank. First – outline the target market for the organization you selected, based on applicable segmentation characteristics. Justify why you picked these criteria to identify your target market.