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Thus, market segmentation indicates dividing the total marketplace into various sub-markets that have equivalent qualities with reference to customers. The individual buyers inside each and every segment are related in terms of their wants, expectations and acquiring power and advertising programme will be drawn for every single group in order to improve consumer satisfaction and sales promotion. This strategy of market place segmentation is far better as compared to the method of treating the entire market for a product as 1 entity and use only one particular advertising mix for the marketplace (marketplace aggregation / mass marketing and advertising strategy).
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