Customers' needs, wants, and expectations can change over time. Market segmentation helps you stay on top of changes in your target market. You need a sound basis for grouping people or organizations that have something in common. You also need to be sure that no two segments are alike. Segmenting your market takes time and money.
Some segments are too small or unprofitable to warrant separate marketing attention.
Reaching a market is different from identifying it. Market segmentation isn't meaningful if the segment identified can't be reached or if reaching it is not profitable. E. How to Focus on Market Segments 1. You need sharp research and analysis skills to understand and categorize customer characteristics and behavior. First, you develop a target marketing strategy to guide your efforts.