This document provides an overview of market segmentation. It defines market segmentation as breaking down potential buyers into homogeneous groups. The benefits of segmentation include identifying new product opportunities, designing effective marketing programs for groups, and improving resource allocation. Different customers have different needs, so segmentation allows targeting specific groups rather than treating all customers the same. Segments must be measurable, accessible, have unique needs, be large enough to target, and be relatively stable over time. Common bases for consumer segmentation include geographic, demographic, psychographic, and behavioral factors.