Market Segmenting (v): The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy. The process begins with a basis of segmentation-a product-specific factor that reflects differences in customers' requirements or responsiveness to marketing variables (possibilities are purchase behavior, usage, benefits sought, intentions, preference, or loyalty). Segment descriptors are then chosen, based on their ability to identify segments, to account for variance in the segmentation basis, and to suggest competitive strategy implications (examples of descriptors are demographics, geography, psychographics, customer size, and industry). To be of strategic value, the resulting segments must be measurable, accessible, sufficiently different to justify a meaningful variation in strategy, substantial, and durable. -- American Marketing Association

No company is successful simply because it exists and a customer never makes a purchase by accident.

Every purchase has to be justified either emotionally or logically and usually both. Being aware of your customer’s end goal helps you understand their needs and tailor your message to their buying motive. Purposefully delving into the questions “why do my customers choose me” and “what will make my prospects want me” may seem like a lot of work but can you afford to leave the reward to your competitors?

Tapping into hot buttons puts you in control of the buying process.

How well do you know your audience?