Market segmentation is one of two general approaches to marketing; the other is mass-marketing. In the mass-marketing approach, businesses look at the total market as though all of its parts were the same and market accordingly. In the...

A Market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Market segmentation is the process in marketing of dividing a market into distinct subsets (segments) that...

Bear Stearns Cos., the fifth-biggest U.S. investment bank, said Thursday fiscal second-quarter profit sank as a downturn in the U.S. mortgage market slammed the company's business of issuing and dealing bonds backed by pools of home loans. Its shares fell nearly 2 percent.The Wall Street...

Technology consultancy Capgemini will begin recommending Google Inc.'s online suite of office software to its corporate customers, bolstering the Internet search leader's effort to drum up more sales to big businesses.The partnership announced Monday represents the first time one of the world's top technology consulting...

Technology consultancy Capgemini will begin recommending Google Inc.'s online suite of office software to its corporate customers, bolstering the Internet search leader's effort to drum up more sales to big businesses.The partnership announced Monday represents the first time one of the world's top technology consulting...

Essay describes the fundamentals of market segmentation.