. Some critics of marketing have suggested that market segmentation and target marketing lead to an unneces- sary proliferation of product choices that wastes valu- able resources. These critics suggest that if marketers didn't create so many different product choices, there would be more resources to feed the hungry and house the homeless and provide for the needs of people around the globe. Are the results of segmentation and target marketing harmful or beneficial to society as a whole? Should firms be concerned about these criti- cisms?