structural:summarization, quality:correction, quality:corruption
Segmenting

Segmenting can be referred to as a process of segregating the market on the basis of different variables. However, segmenting a market has widely been debated over the years as researchers have argued over what variables to consider when dividing the market. Approaches through social, economic and individual factors, such as brand loyalty, have been considered along with the more widely recognized geographic, psychographics, demographic and behavioral variables proposed by Philip Kotler. Since a single product offered by a firm cannot satisfy the needs of all of the consumers, segmenting a market therefore, is a process of organising the market into groups that a business can gain a competitive advantage in and satisfy its needs. They must, however, avoid over-fragmenting the market as the diversity can make it difficult to profitably serve the smaller markets. The characteristics marketers are looking for are measurability, accessibility, sustainability and actionability.