Marketing management can be defined as the art and craft of choosing target markets, as well as attracting, retaining and increasing the number of consumers by creating and delivering top consumer value. People, as well as organisations, engage formally and informally in a large number of activities we could call marketing, and the same goes for kindergartens and their employees. Good marketing is not a matter of coincidence, it is the result of careful planning and implementation. The success of organisations is the result of effective marketing management. With the aim of more effective competition, many today’s companies engage in target marketing. Instead of wasting their marketing efforts, they choose focusing on customers that are more likely to react to their marketing. In order to achieve effective target marketing, marketing specialists identify and create profiles of different customer groups according to their needs and preferences and that is market segmentation. Marketing specialists therefore divide market into segments. When dividing the end consumer market into segments, we use several groups of variables. Some researchers try to define segments by using descriptive characteristics: geographical, demographical, psychographic and behavioural. Scanning the geographical, demographical, psychographic and behavioural differences among customers enables them to recognize and create profiles of different buyer groups which are more prone to purchasing certain products or services, or are looking for similar product or service mix. After identifying market segments, marketing specialists define which offer most opportunities – those can be considered target markets. Market segmentation, therefore, divides the market into well-defined groups. A market segment is a customer group consisting of people sharing similar needs and preferences. Marketing specialists have the task of identifying the corresponding number and nature of market segments and decide which to use.