Marketing segmentation consists of many variables which help determine the desired market in which to advertise for a product. First, geographic location is essential knowledge to have when deciding what to market and where. Marketers must have intimate knowledge of the surroundings, popular products and consumer needs and desires in any geographic location for the advertisement to be successful. Customization of products must be tailored to the location in which the product will be advertised. Segmentation can also be broken down into subcultures which are mini societies found within a greater society.

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