It spoke to someone rather than trying to be everything to everybody. Armed with this knowledge, you can then carefully tailor your message to address the needs of your audience. The concerns of prospects and customers vary substantially among different markets. Some have centralized IS organizations, others are decentralized. As a result, different markets respond to different marketing messages.
Segmentation divides the market into customer groups with their own needs, attitudes, and behaviors.
Product marketing managers perform this task, then choose which groups are worth targeting. Segmentation in the hi-tech industry can be based on several factors, which are typically measured using quantitative market research and statistical techniques. For example, a relational database vendor might look at the amount of data the system will store and how many transactions will occur per second. Any consideration that might affect the use of the technology in question. A laptop vendor might look at screen size and battery life.