viewing a heterogeneous market as a number of smaller homogeneous markets, in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants.”(Smith, 1956 as cited by Wedel. M., Kamakura. W., Market segmentation, 2000, pp 3).
It is important for Whittaker’s to have market segmentation, as customer requirements are too diverse. Focusing their limited resources on customer groups with the same requirements allows for better utilisation of…
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