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Discuss the process of segmentation, its importance to the marketer, and outline the bases for segmentation.?

Discuss the process of segmentation, its importance to the marketer, and outline the bases for segmentation.?

Okay, this is a huge question and I'm not going to write an essay, but:

Segmentation is a way of sorting out similar types of people and putting them into groups or segments. Commonalities include demographics and psychographics, but also can include more inputs, depending on the purpose of the segmentation, like purchase intent or other attitudes as examples.

It's important because it allows marketers to identify discreet groups that can be targetted with certain messages, offers and calls-to-action, using the most appropriate means of communication (channels) for each group. This means that communications are far more effective and cost efficient.

The process is a ton of usually very expensive primary research and requires a whole lotta data on a large number of people.

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