” However, Dowling, Lilien and Soni 1993; Dibb and Simkin, 2001; Kalafatis and Cheston, 1997; Sausen and Herman, 2005 claims that “there is a continuous gap between exam segmentation theory and observe in business markets. ” Dowling et al, 1993 gives reasons as to why there is that this gap due to “exam loss of generalizability that’s on account of small convenience samples; use of product associated instead of examination needs based segmentation; instability of emergent segments, and exam use of mixed segmentation bases. While there is still a demand for within segment homogeneity in terms of benefits sought, there is still no contract about exam most acceptable criteria for grouping firms in examination commercial markets. ” Clarke and Freytag 2008 claim that, “there seems problems with exam segmentation methods and approaches proposed in examination literature, as these can’t be applied in observe and that examination practitioners haven’t moved clear of very simple strategies. ” Further, “theory offers a variety of approaches, which might be quite sophisticated but difficult to address in observe. ” Millier, 2000; Dibb and Simkin, 2001; Weinstein, 2004.