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Segmentation objectives

Identify homogeneous segment that differs from other segments, specify characteristics that define the segment, determine segment size and potential.


Bottom line segmentation

Bottom line segmentation: understanding what job customers are trying to get done when they use your product.

*needs based segmentation


3 common marketing strategies

Niche market: used to serve markets seeking specialised benefits.

Mass market: capture sufficient volume to gain economies of scale. Require substantial resources.

Growth market: often target more fast growth segments.