Marketing has moved away from macromarketing and into the age of micromarketing. The underlying concept is market segmentation, and the overall mission is to better serve a diversity of markets. What marketers are trying to do is identify segments within the marketplace where they can position their products.

Market segmentation is not a fad. The underlying demographics are proof that marketing to targeted minority groups, for instance, or to the physically disadvantaged groups is a sound business strategy.

Migration is a definite and definitive reality in the world today. This phenomenon affects marketing in a significant way. As an example, 30 percent of the growth of U.S. population is due to migration. This means that one-third of the US market is composed of minorities. This is a significant market segment that marketers will not fail to recognize. Asians and Hispanics comprise a big number. Blacks remain to be the country’s largest minority group.

Marketing has evolved from geographical segmentation of markets to cultural demographics. Strategies now involve developing a particular product for a specific group, stocking and marketing existing products of special interest to particular groups, and adjusting promotional and sales efforts to target a specific group.

Some may view the effort of segmenting markets as discriminatory. For some, segregating markets may seem like propagating biases. People, then, should regard this matter under the purview of consumership. What they deem as prejudice may just be the marketer’s attempt at serving markets better.

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