Target market segmentation

Target markets are like a big lake. Potentially, there are plenty of fish to catch in the
lake, but it takes a lot of effort. You need a different type of lure to catch each type of
fish. To put that in marketing terms, some customers will respond to your advertising
while others will be indifferent to it or even be repelled by it. That's because the people
are individuals, and target markets are too large for everyone in them to be motivated
by the same things.

Gender segmentation acknowledges the fact the men and women often have different
attitudes toward a product. For example, Nike realized that performance for men is
about sports, whereas for women it is about how fitness fits in with their overall
lifestyles.