During the last two years, segmentation has become increasingly important in product development, positioning and sales, due to the formation of a global market and the competition within it. However, this method is not a recent development but segmentation has been used at least since the introduction of mass production. (Brandt, 1966, p.22) It was Wendell Smith, who introduced the concept of market segmentation into the marketing vocabulary in 1956. According to Smith, “segmentation consists of viewing a heterogeneous market as a number of small homogeneous markets in response to different product preferences among important market segments. It is attributable to the desires of consumers or users for more precise satisfaction of their various desires. Segmentation often involves the use of advertising and promotion and is a merchandising strategy." (Smith, 1956, p.3) To tailor the product and marketing efforts to the needs of the consumer or user more precisely and rational, a company can almost divide its market in any way it wants (Haley, 1968, p.30) However, the importance of segmentation can sometimes be overestimated and the use of this strategy can be put into question. discussion. A critical analysis, which should incorporate a functional approach, intellectual, ethical and political point of view, becomes essential. According to functional criticism, segmentation is analyzed for its qualification as a management problem-solving device results and calls into question the validity and effectiveness of segmenting a market (Hackley, 2009, p.12) In fact, segmenting a market is not necessarily a guarantee of success, as the different segments must possess certain characteristics, such as example have...... middle of paper...... Ion-Oriented Search Tool", The Journal of Marketing, Vol. 32, July, n. 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, n. 1, pp. 83-99Smith, W.R., 1956, "Product Differentiation and Market Segmentation as Alternative Marketing Strategies," Journal of Marketing, 21, July, pp. 3-8Wind, Y., 1978, "Problems and advances in segmentation research”, Journal of Marketing Research, vol. 15, August, no. 3, pp. 317-337Winsor, R.D., 1995, "A Polemic/Dalectic Approach to Teaching Marketing Ethics,” Southwest Marketing Association Conference, pp. 7-12Young, S., Ott, L. and Feigin , B., 1978, “Some Practical Considerations in Market Segmentation,” Journal of Marketing Research, vol. 15, August, no. 3, pp. 405-124