ABSTRACT
Segmentation is a process in which an organization divides a large market into smaller homogenous distinct units or mini-markets. From these smaller distinct units, an organization selects those segments that it wants to serve or has the resources to serve well (its target market). Segmenting a market is predicated on the premise that a “business cannot be everything to everyone.” Similarly, a university cannot be “everything to everyone,” instead it must have well-defined target markets that it will serve and with whom it communicates. By segmenting the market, a university can narrowly define its audiences or the selected mini-markets with whom it communicates and serves.
