 Market segmentation is the activity of dividing the broad consumer or business market, normally consisting of existing and potential customers, into subgroups of consumers known as segments based on some type of shared characteristics. In dividing or segmenting markets, researchers typically look for common characteristics such as shared needs, common interests, similar lifestyles or even similar demographic profiles. The overall aim of segmentation is to identify high-heeled segments, that is, those segments that are likely to be the most profitable or that have growth potential, so that these can be selected for special attention i.e. become target markets. Many different ways to segment a market have been identified. Business to business be to be sellers might segment a market into different types of businesses or countries. While business to consumer be to see sellers might segment a market into demographic segments, lifestyle segments, behavioral segments or any other meaningful segment, market segmentation assumes that different market segments require different marketing programs, that is, profit offers, prices, promotion, distribution or some combination of marketing variables. Market segmentation is not only designed to identify the most profitable segments, but also to develop profiles of key segments in order to better understand their needs and purchase motivations. Insights from segmentation analysis are subsequently used to support marketing strategy development and planning. Many marketers use me STB approach, segmentation targeting positioning to provide the framework for marketing planning objectives, that is, the market is segmented, one or more segments are selected for targeting, and products or services are positioned in a way that resonates with the selected target market or markets.