Segmentation

In my database marketing class, the professor wanted to demonstrate market segmentation. He asked the class how many of them grew up going to a local neighborhood grocery store where they and their parents knew all the names of the people who ran and worked in the store. I started to think: "Gosh, I wonder how many people know the names of the check-out folks at those major supermarkets...?" Then, I remembered where I was.

About 60% of the class raised their hands to indicate "yes." The professor noted, "See, that is segmentation - a subset within a larger group. Now let's segment even more - of those of you who have your hands raised, how many of these grocery stores that you visited could extend you some short term credit?" About 50% of the 60% raised their hands. Interesting!