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9609 · 3.1.6

Market segmentation

**Market segmentation** (3.1.6) is central to AS marketing. Learn **STP**: Segment → Target → Position. Every **mix recommendation** should name the **target segment** first.

Need to know

What you need to know

  • Segmentation divides a large, heterogeneous market into smaller, homogeneous groups.
  • It allows businesses to better understand and meet specific customer needs.
  • Key benefits include more effective marketing, improved customer loyalty, and efficient resource use.
  • It forms the foundation for subsequent targeting and positioning strategies.

Explanation

Market segmentation

  1. Segmentation divides a large, heterogeneous market into smaller, homogeneous groups.
  2. It allows businesses to better understand and meet specific customer needs.
  3. Key benefits include more effective marketing, improved customer loyalty, and efficient resource use.
  4. It forms the foundation for subsequent targeting and positioning strategies.
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