Vance, a marketing major, was helping his sister develop her retail shop. Her business was not thriving, and Vance quickly determined that trying to please everyone was pleasing no one. Together they worked out an approach where she would identify groups of customers who had similar needs, and then work with each group to meet their needs. This basic process in marketing is called

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Marketing segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics. In this scenario, Vance is applying this concept by identifying groups of customers with similar needs to tailor the business's offerings more effectively.

Vance, a Marketing Major, Was Helping His Sister Develop Her