This document discusses market segmentation and the process of matching product offerings to specific market segments. It covers the stages of market segmentation decision process including identifying segmentation bases, developing profiles for each segment, forecasting market potentials, and selecting target markets. Market segmentation allows companies to develop specialized products and marketing programs for each segment. The document also discusses single-offer and multi-offer strategies and uses examples like Levi's jeans to illustrate how companies' strategies have evolved from single to multi-offer over time.