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Essay Details:
Essay text:
(2006) Principles of Marketing. 4th Edition. Page1215.
Market segmentation is a marketing approach that encompasses the identification of different groups of customers with different needs or responses to marketing activity. The market segmentation process also considers which of these segments to target.
Segmentation can also act as dividing an overall market into groups of consumers with similar needs, where each of the groups differs from others in the market in some way.
Basically segmentation allows marketers to see clearly the diversity within their market and uncover opportunities that may exist or segments whose needs have been properly met by other offering...
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