Small athletic shoe manufacturers such as Vans target niche markets and make shoes designed to satisfy the needs of different specific groups of customers. This strategy is an example of Multiple Choice mass customization. market segmentation. single chain marketing. market specific selection. customized manufacturing.

Market segmentation is the division of the target audience of the company into groups or subgroups. Through market segmentation, the company can adapt its sales campaigns and marketing strategies to specifically target the identified segments.

Most businesses are unable to serve the entire market, so they must identify where they can sell their products better. A business, such as a shoe store, will do research in the shoe market. They will segment their market into groups such as:

Age
Sex
Income level
Geographic area
Lifestyle

With market segmentation the store owner will know what merchandise to take to the store. If the immediate area is populated by women under 30 who work in financial services, the owner will have office-type merchandise to attract sales. Management will make announcements in local newspapers and on the radio, appealing to demographics and perhaps giving the store a change of facade.