Markets consist of buyers, and buyers differ in one or more ways. They may differ in their wants, resources, locations, buying attitudes and buying practices. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs. In this section, we discuss seven important segmentation topics: levels of market segmentation, segmenting consumer markets, segmenting business markets, segmenting international markets, multi-variate segmentation, developing market segments and requirements for effective segmentation.
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