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Market segmentation is a commonly utilized concept in business where a larger market of consumers is divided into smaller groups of consumers who share certain characteristics. The goal is to generate what is known as a target market, which is an identifiable group of consumers who behave in a similar way, have similar interests, and share similar characteristics. Firms utilize demographic, geographic, psychographic, and behavioral segmentation as a way of generating a target market.
In this updated video on market segmentation we discuss the target market as wel as explain how firms use market segmentation to generate a target market. If you have any questions after viewing the video please post them in the comment box below and I'll do my best to answer them as soon as I can. Thanks for watching!