Customer Segmentation

In Marketing Strategy and Organization: Building Sustainable Business a segment is defined to consist of a group of individuals (in consumer marketing) or organisations (in business-to-business marketing) that share one or more characteristics, making them have similar needs. Segmentation should be more than a numerical exercise: different types and amounts menting the market is called segmentation. The segmentation starts first by first considering Customer Needs. Once the market has been divided into segments, we can label each segment using Profiling Variables