The division of a market into different homogeneous groups of consumers is known as market segmentation. Rather than offer the same marketing mix to vastly different customers, market segmentation makes it possible for firms to tailor the marketing mix for specific target markets, thus better satisfying customer needs, not all elements of the marketing mix are necessarily changed from one segment to the next. But as example for animal welfare the promotions and awareness strategies may be different from a segment to another one. An animal welfare organization have different main services each of this services may have different target audiences.
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