Overview: With an evolving market across various marketing fields, companies needed to readjust and update their marketing strategies. Centuries ago, a company that needed to market its products would simply post a paper card on the town's main street, and if people liked the product, it would be sold. In the 21st century, marketing has become an essential field and a necessary branch for any business that intends to succeed. Aetna has recognized this need and by analyzing the strategies and structure of the company, one can recognize the undoubted organization in identifying its target market. Through the creation of several subsidiaries, Aetna, Inc. is able to organize its target market and categorize its various services based on the specific demographics of the target market. Primary and Secondary Target Markets Being a giant in the insurance market in the United States, Aetna, Inc.'s target market is widespread and cannot be simply classified into primary and secondary targets. The company's target market, however, can be divided into two general markets, each with different classifications. Aetna's target markets can be divided into an American and an international market. Within the American market, Aetna has divided itself into subsidiaries, each focused on a specific target market. Outside of the American market, Aetna created Aetna International to specifically target various non-American markets. Within Aetna's primary target market, there are seven subsidiaries that cater to various American markets. Six of these subsidiaries target various markets in the United States while the seventh focuses on improving the collective services offered by Aetna through the provision of various healthcare services... middle of paper... About Medicity. (2011). In Medicine. Retrieved March 10, 2012, from http://www.medicity.com/about-medicity.htmlAbout Us. (2012). In ActiveHealth management. Retrieved March 10, 2012, from http://activehealthmanagement.com/Aenta History. (2012). In Etna. Retrieved March 9, 2012, from http://www.aetna.com/about-aetna-insurance/aetna-corporate-profile/aetna-history/index.htmlAetna Subsidiaries: Standalone Companies Owned by Aetna. (2012). In Etna. Retrieved March 9, 2012, from http://www.aetna.com/about-aetna-insurance/aetna-corporate-profile/subsidiaries.htmlMiles, J., and Armstrong, R. (Narrator). (2011). Rivalry: Aetna vs Humana [online video]. Fox News: Business. Retrieved April 6, 2012, from http://video.foxbusiness.com/v/3893197/rivalry-aetna-vs-humana/Our Mission. (2012). In the CRS. Retrieved March 10, 2012, from http://www.aetna.com/src/about/index.html