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Uwic Business School Cardiff. Information systems and Marketing. BSP160 2005/06. Lecturer: Paul Buckley Topic: Market Segmentation Rahulparameshwar yadav.potail St no: 05001677. BA - Business Studies. Market segmentation. INTRODUCTION. A market consists of customers with similar needs, but customers in a market are never homogenous. They differ in the benefits they wanted, the amount they are willing to pay, the media they see and the quantities they buy. There fore it make sense for a marketer to segment the market and Target with one or more of the segments with specialized, tailored offerings. Because buyers have unique needs and wants, each buyer is potentially a separate market. "Segmentation is the dividing of markets into subsets of customers, any one or more which can be selected as a target market to be satisfied with a distinct retailing mix " Cox and Brittian (2000). [Viewed on 26/11/05.pg 95.] EX: 1. Current Nike catalogue carries 347 varieties of trainers. 2. The drug Retailer Boots...

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