Marketing segmentation

Marketing segmentation or market segmentation

In previous posts was said about what is marketing and marketing mix, we will now deal with marketing segmentation (market segmentation).

Marketing segmentation is a crucial part of marketing.

Marketing segmentation can be defined: marketing segmentation is imply the share of a diverse markets, on specific groups of customers with different behavior, needs or characteristics, which might require a special product or a special marketing mix.

Goal of marketing segmentation: is to identify groups of customers with similar requirements so that they can be effectively served.

Successful marketing segmentation criteria are: effectiveness, measurability, accessibility, feasibility, profitability.

Segmentation is a compromise between mass marketing and the assumption that to every person should be given a specific marketing effort.

Market segments are internally homogeneous and heterogeneous mutually.