What are the 2 main functions that segmentation does for the marketer? What are the 2 main functions that segmentation does for the marketer? Optimizes the effectiveness of a company's actions by identifying key differences among customers to develop a customized offering for each segment Optimizes the cost-efficiency of a company's actions by circumventing the irrelevant differences among customers to create a single offering for all customers in each segment. Makes it easier for the marketer to know who they are marketing to and how to market to the customers A and B B and C