Why might a small business segment the market?

How exactly might a small business use market segmentation? For example, would a service-based business alter services offered to different markets?

First…. the why might a small business segment the market is to narrowly define WHO your actual target market is. No company has enough resources or time to target every single market and those that make up that market.

Second…. the how… A small company would use market segmentation to identify possible consumers. Based off of that segmentation the business can create a marketing message that will be better received by those in that market (efficiently using their marketing budget).

Third….. YES!!! That is the whole reason of a segmentation. Do you think a 47 year old male making $200,000 a year may have a different service need then a 18 year old male making $18,000 a year? I truly hope you say yes . Segmentation defines who your market is… the 47 year old or the 18 year old and to help develop a marketing message and product that would best serve that market.

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