HomeResearch Articles Market Segmentation: Goals and Principles

Market Segmentation: Goals and Principles

In this brief, we review the goals of market segmentation and the principles that should be applied to define market segments.

  • Segmentation is the process of dividing a market into different segments based on target company criteria
  • Proper segmentation can improve alignment between product, marketing and sales, focus resources and identify growth opportunities
  • Organizations must follow the principles of segmentation and utilize segments consistently across functions
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