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They are the basis for determining any particular marketing mix.
Market segmentation as defined by Kotler, is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in that way those differences between buyers within each segment are as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix.
The importance of market segmentation results from the fact that the buyers of a product or service are no homogenous group...
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