Segmenting can sometimes be confusing. I think this is because so much care needs to be given in determiningwhichform of segmentation to use, and then whichfactorsneed to be considered.

Further, the nature of the product usually indicates something about what form of segmentation makes the most sense. However, companies need to remember to take a customer perspective, not an internal perspective.

Let's have some fun guessing which form of segmentation was used.

• Choose anything you see advertised.
• Choose one advertisement for that product.
• Based on that ad, work backwards to infer what segmentation took place.
• Describe that segment in terms of the factors considered.