[1] In countries where there is demand for a product at a price lower than the average retail price it may be possible for companies to offer product End Users a lower (or discount) priced product, probably under a separate brand name, in order to cover the market sector. The attractiveness of such segmentation would obviously depend on company marginal costs in relation to the probable marginal revenue which may be generated.

[2] In some countries a higher than average price may be associated with better delivery, services, et cetera, and it may be possible for companies to capitalize on this by offering product End Users higher priced products, probably under a separate brand name, in order to cover such market sectors. Obviously it is usually necessary to provide customers with some tangible benefit in return for a higher price. This benefit may be priority delivery and service, better back-up services, et cetera.

[3] Product segmentation through the provision of better quality products is common in most markets. The degree of quality segmentation and its acceptance depends on individual national markets, the prevailing circumstances within that market and the general situation in regard to products and services.

[4] Product segmentation through the downward variation of product quality is also possible. Certain markets and market sectors will be attracted to a down-market product if a reduced price is the benefit.

[5] Often national markets or market sectors will be willing to pay a higher product End User price for greater availability. End Users in certain markets (with a limited supplier base) will inevitably have difficulty in obtaining supplies and in these markets it will be possible for companies to offer greater availability of products and in return charge a price premium.

[6] Frequently national markets or market sectors will be attracted by discounted product End User price for reduced availability. Some buyers will be able to hold high stock and inventory levels and in these circumstances will be attracted to obtaining a price discount for reduced product availability through less frequent delivery and ordering.

[7] Specialist market sectors and end user application sectors will often have differing needs in terms of product performance and it will be possible for companies to exploit this and thereby segment the market. The need for product Performance segmentation of this sort will depend on the complexity of the national market in question, the broadness of the end user sectors and the variability of the applications in which products are being used. Better product performance will command a price premium and vice versa.

[8] Particular end user application sectors will have differing needs in terms of product technology and it will be possible for companies to exploit this and thereby segment the market. The need for product Technological and Technical segmentation of this sort will depend on the needs of the national market in question, the end user application sectors and the various national technical standards for products. Better product technology or technically superior products will command a price premium and vice versa.

[9] Many market sectors and end user application sectors will have differing needs in terms of product warranty and it will be possible for companies to use this to segment the market. The need for product warranty segmentation of this sort will depend on the circumstances of the national market in question, the warranty needs and expectations of the end user sectors and the sort of applications in which products are being used. Better product warranty, periods of warranty or warranty terms will command a price premium and vice versa.

[10] Certain market sectors and end user application sectors will have differing needs in terms of product services (in terms of technical, advisory, after-sales and other related services) and it will be possible for companies to thereby segment the market. Service factor segmentation of this sort will depend on the perceptions of the national market in question, the service needs and expectations of the end user sectors and the sort of applications in which products are being used. Better services or terms of service will command a price premium and vice versa.

[11] Specialist market sectors and end user application sectors will sometimes be attracted by the Fragmentation of products offered in terms of physical variations of the product, the provision of products which allow for the possibility of End Users adding value or undertaking some of the production process and it may be possible for companies to thereby segment the market. Product Fragmentation of this sort will depend on the capabilities and capacities of the End Users in question, the product needs and expectations of the end user sectors and the sort of applications in which products are being used.

[12] Certain national markets or market sectors will be willing to pay a higher End User price for the so called 'Convenience Factors'. End Users in certain markets will inevitably find difficulty and inconvenience with product suppliers and supplies and in these markets it will be possible for companies to offer better convenience in terms of ordering procedures, order processing, credit period offered, delivery services and frequency, et cetera of products and in return charge a price premium.

[13] Sometimes geographically particular national markets or market sectors will be willing to pay a higher End User price for better product distribution factors. End Users in certain markets will inevitably have difficulty in product distribution factors and in these markets it will be possible for companies to offer better distribution (both geographic and in terms of distribution frequency, et cetera) of products and in return charge a price premium.

[14] Frequently certain national markets or market sectors will be willing to pay a higher End User price for better or improved customer factors. End Users in certain markets will be willing to pay for better customer servicing through the provision of up-market or otherwise unique customer services and thus it may be possible for companies to offer these customer services and in return charge a price premium.

[15] Some national markets or market sectors will be effected and thereby segmented through certain Psychographic factors. End Users in certain markets will have certain perceptions and attitudes unique to that market. For instance, an example of Psychographics is the phenomenon of product chauvinism whereby End Users in certain national markets will usually give preference to products produced in their own country. This factor usually represents a problem, but can also be an area of potential opportunity for astute suppliers to exploit.

[16] National markets or market sectors can be further segmented by the introduction of product branding in order to achieve pricing differentials or other tactical marketing objectives. Different End Users will inevitably have differing perceptions, attitudes and needs and in these circumstances it will be possible for companies to offer product branding and thereby ensure a more effective market and product segmentation without unduly affecting existing products and services.

[17] Multi-branding is a vehicle whereby a supplier can introduce even more market segmentation and also increase or improve the distribution set-up through allowing the multiple branding of products. In certain markets this will be a very effective way to cater for a broad range of End Users , market or application sectors.

[18] Market Stretching can often extend coverage to new markets or market sectors by the introduction of product changes in order to achieve product variations or differentials. Different End Users will inevitably have differing perceptions, attitudes and needs and in these circumstances it will be possible for companies to offer product variations and thereby attract purchasers from new markets. This will not unduly affecting existing products and services.