"The company must first decide who it will serve. It does this by dividing the market into segments of customer and selecting which segments it will go after."(Kotler, Marketing An Introduction, ch. 1 pg. 9) The Eating With Your Face, Cooking With Your Sole cookbook is directed at people who have lost the or have no hands to use for cooking tasty meals at home. The book offers even the most challenging meals with use of ease with people and their feet. By segmenting to people with no use of their hands we can focus on those individuals needs when it come to cooking. By dividing the market into different segments we are capable of focusing on different needs of cooking with handicaps.