QUESTION 23 . DEFINE MARKETING SEGMENTATION ?
ANSWER 23. MARKETING SEGMENTATION : Marketing segmentation is a method of dividing a large market into smaller grouping of consumers in which each segment has common characteristics such as need , behaviour etc. It is also called as TARGET MARKETING.
DEFINITION : " Marketing segmentation is sub dividing of a market into distinct and increasing homogeneous sub-groups of consumers where any group can considerly be selected as a target market to be met with a distinct marketing mix" .
KOTLER.
Therefore, marketing segmentation can be defined as the process of sub-dividing a markt into homogeneous sub-section of customers with common needs, goals, characteristics and behaviour tendencies to target with a distinct marketing mix.