To understand properly the needs and the behaviour of the customers, and to adapt the sales proposals and the general sales approach to their requirements the salesman must be able to identify specific groups of customers with similar background, goals, needs, attitudes. Segmenting the market is an important step towards positioning, what means adapting the product and service packages, the prices and the sales tools to specific market segments. Segmentation is the basis of well targeted marketing actions.

There are many different ways of market segmentation and the salesman must be able to select the most suitable one for his purposes.

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