Market segmentation can be interpreted as breaking down a market into self-contained and relatively
homogeneous sub-groups of consumers, each possessing its own special requirements and characteris-
tics. This enables marketers to modify their output, advertising messages and promotional methods to
match the needs of a particular segment. Accurate segmentation allows marketers to pinpoint marketing
opportunities and tailor their activities to satisfy customer needs. A true market segment exhibits com-
mon needs that are completely different from those of other segments and responds similarly to a mar-
keter’s appeal. By segmenting a market, the marketer distinguishes one consumer ...
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