While most marketing managers understand that all customers have different preferences, these differences still tend to raise quite a challenge when it comes time to develop new offers. Not every product or service that your company makes will be right for every customer, nor will every customer be equally responsive to each of your company's marketing campaigns. That's why when I prepare custom training plans, I usually recommend that my clients get familiar with how they can use customer profiling and segmentation to organize their customer base into different groups. Simply put, segmentation is a way of organizing your customer base into groups. For marketing purposes, these groups are formed on the basis of people having similar product or service preferences, although segments can be constructed on any variety of other factors.