---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-232.html"
title: "Market Segmentation"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 232
---

# Market Segmentation

*Market segmentation refers to dividing the "relevant market" into groups of consumers who are internally homogeneous and externally heterogeneous — and…*

Market Segmentation

Market segmentation refers to dividing the "relevant market" into groups of consumers who are **internally homogeneous** and **externally heterogeneous** — and forms the basis for differentiated market cultivation.

![A heterogeneous overall group is divided into three internally homogeneous segments](/principles-of-survey-research/media/seg_split.png)

From a **mixed overall group** , **internally homogeneous** , mutually **distinct** segments emerge.

Objective

Developing efficient **product differentiation strategies** — for the most optimal exploitation of the potential of individual segments.

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*Slide 232 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*