Grafting and budding are horticultural techniques used to join parts from two or more plants so that they appear to grow as a single plant. In grafting, the upper part (scion) of one plant grows on the root system (rootstock) of another plant. In the budding process, a bud is taken from one plant and grown on another. Although budding is considered a modern art and science, grafting is not new. The practice of grafting can be traced back 4,000 years to ancient China and Mesopotamia. As early as 2,000 years ago, people recognized the incompatibility problems that may occur when grafting olives and other fruiting trees.
An ideal market segment is possible to measure, large enough to earn profit, stable, possible to reach, internally homogeneous, externally heterogeneous, consistent in response to market stimulus, reachable in a cost-effective manner, and useful in determining marketing mix.
We believe that market segmentation is instrumental to understanding customer needs and. reinventing the customer relationship. Within this context, the purpose of this white paper is to: 1. Provide a general introduction to the concept, methodology, and use of market. segmentation.