BSC (HONS) BUSINESS MARKETING THEORY AND PRACTICE
MANAGEMENT
London’s Regent College
BMP404 CURRENT ISSUES IN
MARKETING
Week One
Marketing Theory and Practice:
Segmentation: Consumer and Organisational
Markets
• To define the term segmentation and to explain
why it is a key concept in marketing
• To explain how companies segment consumer
markets
• To explain how companies segment organisational
markets
What is Segmentation?
The identification of individuals or organizations
with similar characteristics that have significant
implications for the determination of marketing
strategy.
Mass Market
Market Segments
• Isn’t One Product per Market a Good Idea?
– Larger economies of scale
– Lowers costs of marketing and production
– Simpler to manage
• The Reality
– The needs and wants of individual consumers can vary
greatly
– What may be suitable for one customer may be
THEORY AND PRACTICE OF BUSINESS MARKETING BSC (HONS)
MANAGEMENT
London’s Regent College
BMP404 CURRENT ISSUES IN
MARKETING
Week One
Marketing Theory and Practice:
Segmentation: Consumer and Organisational
Markets
• To define the term segmentation and to explain
why it is a key concept in marketing
• To explain how companies segment consumer
markets
• To explain how companies segment organisational
markets
What is Segmentation?
The identification of individuals or organizations
with similar characteristics that have significant
implications for the determination of marketing
strategy.
Mass Market
Market Segments
• Isn’t One Product per Market a Good Idea?
– Larger economies of scale
– Lowers costs of marketing and production
– Simpler to manage
• The Reality
– The needs and wants of individual consumers can vary
greatly
– What may be suitable for one customer may be
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