What term describes the broader group of customers that a company aims to serve?

The term that best describes the broader group of customers that a company aims to serve is "Target Market." This concept encompasses all potential customers who share similar characteristics and needs that the company’s products or services are designed to meet. By identifying a target market, businesses can focus their marketing efforts and resources more effectively, ensuring that their offerings resonate with the right audience.

In contrast, "Target Audience" is often more specific than a target market, typically referring to a particular segment of potential customers toward whom certain marketing communications are directed. "Customer Base," on the other hand, specifically refers to the existing customers who have purchased from the company, rather than those it hopes to reach in the future. Meanwhile, "Market Segment" represents a smaller, more narrowly defined group within the target market that shares distinct characteristics, making it a subset rather than the complete broader group. Thus, "Target Market" correctly identifies the overarching group of customers a company aims to reach with its offerings.