The process of market segmentation and target marketing The disaggregated market The segmented market The target market 123 12 C (C5(C2) Marketing C mIx targeted at segments The characteristics of Customers are Segment 3 is judged individual customers grouped into segments to be most attractive are understood on the basis of having and a marketing mix similar characteristics strategy is designed for that target market3 c1 c5 c7 c2 c6 c3 c4 c8 The process of market segmentation and target marketing c1 c5 c7 c2 c6 c3 c4 c8 c1 c5 c7 c2 c6 c3 c4 c8 The disaggregated market The segmented market The target market The characteristics of individual customers are understood Customers are grouped into segments on the basis of having similar characteristics Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market 1 2 3 1 2 3 Marketing mix targeted at segment 3