The concept of segmentation is to group buyers into groups depending on criteria chosen by the company. The reason for this is that buyers have different needs and wants and it is impossible for a company to satisfy all of these needs, so in order to identify them or find a "hole" in the market the company will segment the market. Segmentation can be demographic, socioeconomic, geographic, geodemographic, psychographic or behavioural. Demographic segmentation is dependant …
showed first 75 words of 970 total

showed last 75 words of 970 total
…use the purchased item" - Kotler. During festivities such as Christmas and now the upcoming Fifa World Cup, companies such as Coca-Cola in the latter occasion take this opportunity to promote their product with themed adverts. Unless proper segmentation is carried out using the above mentioned criteria, a company cannot reach it's full potential and will probably fail and not realise why. Bibliography: <Tab/>Essential of Marketing - Jim Blythe