For a company, it is not easy to satisfy everyone. The number of consumers, scattered and diverse demands made the company should be selective in offering products or services to groups of consumers that if can satisfy their needs. That requires market segmentation.
Market segmentation is the process of division of the overall market into market groups consisting of people who have a relatively similar product needs. Its purpose is to design a marketing mix (or more) that accurately fit the needs of the individuals in the segment (or segments) of the selected markets. Another notion is the process of dividing the whole market that is heterogeneous in several segments, where each segment tends to be homogeneous in all its aspects.
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