Definition: Marktsegmentierung

Definition der Marktsegmentierung nach Smith:

Market segmenting involves viewing a heterogeneous market as a number of smaller homogeneous markets, in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants.

Marktsegmentierung besteht also darin, heterogene Märkte in kleinere, homogene Märkte zu unterteilen.