Segmentation and Targeting Essay

Segmentation and Targeting
Segmentation and targeting are key concepts in marketing that can help a business advance its products and services to the market systematically. It is important to remember that a market comprises different consumer types, needs, and products and the marketer has to determine the specific segments that provide the best opportunities. Segmentation is thus the process the marketer uses to divide a market into a distinct group of customers, each having different characteristics and needs (Armstrong et al., 2015). Each group of customers, in this case, may require different marketing and products. Variables that can be used in segmentation include geographical locations, demographic characteristics, and behavioral features. Targeting, on the other hand, encompasses the evaluation of the attractiveness of each segment and selecting one or more to advance products into (Armstrong et al., 2015). Through targeting, companies become ...