The Behavioral Segmentation Examples Marketing EssayAccording to Philip Kotler Market segmentation is sub-dividing a market into distinct and homogeneous subgroups of customers, where any group can conceivably be selected as a target market to be met with distinct marketing mix. In other words, Market Segmentation is a method of dividing a market into smaller groupings of consumers or organizations in which each segment has a common characteristic such as needs or behavior.Finding the most revealing way to segment a market is more an art than a science Any useful segmentation scheme will be based around the needs of customers and should be effective in revealing new business opportunities.Peter DoyleAll markets are heterogeneous. This is evident from observation and from the proliferation of popular books describing the heterogeneity of local and global markets.
