Marketing Segmentation is a first step to divide marketing a wide range of consumers in the market and choose the one part of the segment that will be the Marketing Target. Marketing Segmentation is the division of the overall market for a service into groups with common characteristics (Morrison).
The risk that the Marketing Segmentation is a weakness and needs to be aware
- Production costs will be higher, due to a period shorter production process.
- The cost of research / market research will increase in line with the many kinds and types defined market segments.
- Promotion costs will be higher, when the number of media does not provide a discount.
- Likely to face a competitor that target the same segment.
We can say the Marketing Segmentation is necessary and important, but controlling risk is a special thing.
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