Over the past two years, segmentation has become increasingly important in product development, positioning and sales, due to the formation of a global market and of the competition that reigns there. However, this method is not a recent development but segmentation has been used since at least the introduction of mass production. (Brandt, 1966, p.22) It was Wendell Smith who introduced the concept of market segmentation into marketing vocabulary in 1956. According to Smith, “segmentation consists of considering a heterogeneous market as a number of small homogeneous markets in response to specific needs. different product preferences among important market segments. This is attributable to the desire of consumers or users to satisfy their various desires more precisely. Segmentation often involves the use of advertising and promotion and is a merchandising strategy. its market in any way it wishes (Haley, 1968, p.30) However, the importance of segmentation can sometimes be overestimated and the use of this strategy can be questioned. , intellectual, ethical and political. According to functional criticism, segmentation is analyzed for its qualification as a device for solving management problems. It involves an evaluation of results and questions the validity and effectiveness of market segmentation (Hackley, 2009). , p.12) Indeed, segmenting a market is not necessarily a guarantee of success, because the different segments must possess certain characteristics, such as having...... middle of paper ...... Search tool ion-oriented”, The Journal of Marketing, Vol. 32, July, no. 3, pp. 30-35Nairn, A. and Berthon, P., 2003, “Creating the customer: the influence of advertising on consumer market segments - Evidence and ethics”, Journal of Business Ethics, Vol. 42, January, No. 1, pp. 83-99Smith, WR, 1956, "Product Differentiation and Market Segmentation as Alternative Marketing Strategies", Journal of Marketing, 21, July, pp. 83-99. 3-8Wind, Y., 1978, "Issues and advances in segmentation research", Journal of Marketing Research, Vol. 15, August, no. 3, pp. 317-337Winsor, RD, 1995, "A Polemic/ Dialectic Approach to Teaching Marketing Ethics", Southwest Marketing Association Conference, pp. 7-12 Young, S., Ott, L. and Feigin, B., 1978, "Some Practical Considerations on Market Segmentation", Journal of Marketing Research, Vol. August 15, No. 3, pp... 405-124