Segment Marketing A market segment consists of a group of customers who share a similar set of needs and Wants The marketer does not create the segments The marketer's task is to identify the segments and decide which one(s)to target a flexible market offering consists of two parts A naked solution containing the product and service elements that all segment members value Discretionary options that some segment members value8 Segment Marketing • A market segment consists of a group of customers who share a similar set of needs and wants. – The marketer does not create the segments. – The marketer’s task is to identify the segments and decide which one(s) to target. • A flexible market offering consists of two parts: – A naked solution containing the product and service elements that all segment member’s value. – Discretionary options that some segment member’s value