Segmentation: Blythe, J, (2004) Essentials of Marketing, 3rd Ed Harlow. Prentice Hall, Harlow:

With GAP we now know the consumer target is 25-35, taking this into consideration when structuring and putting together surveys for primary research I now know to segment those people ideally, then I can segment further from the results. Blythe states:

” Targeting is concerned with choosing which segments to aim for. Segmentation is essentially about dividing up the market; targeting is about the practicalities of doing business within the market.” (:75)

Segmentation marketing enables to provide clarity to distinguish who and what the consumers are wanting and needing to create and further implement customer satisfaction.



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