Journal of Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of student
Name of University
Author note

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MARKETING MANAGEMENT
Table of Contents
Introduction..............................................................................................................................3
Literature review incorporating six article about market segmentation............................3
Selection of company or product to analyse case study from the perspective of market
segmentation.............................................................................................................................5
Conclusion.................................................................................................................................7
Reference list.............................................................................................................................8

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MARKETING MANAGEMENT
Introduction
The report has been aimed to provide a brief literature review on the management of
marketing and market segmentation as defined by Goyat (2011) as “The basis of market
segmentation: a critical review of literature”. This has been aimed at improving the sales
generation and raise the level of profit to gain competitive advantage and sustenance within
the competitive business environment too. With the facilitation of marketing management,
the company will be able to meet the varied needs of customers from different market
segments and even enable market segmentation for reaching out to the wider group of
audiences to influence their buying behaviours largely. The focus of the management of
marketing by Puma, which has been considered for the case study, has been the market
segmentation, which can allow the company to categorize the entire market in Australia into
smaller market segments consisting of customers with different kinds of needs and
preferences (Kotler et al., 2018). The concentration of the marketing energy will allow Puma
to implement the right marketing strategies and enable segmentation of market in order to
satisfy the needs of people belonging from each of the market segments. It will also keep
them satisfied and ensure that the demands and expectations of theirs for the products are
backed up by their ability to pay for the products and services that they are willing to
purchase (Au.puma.com, 2020).
Literature review incorporating six article about market segmentation
According to Goyat (2011), the segmentation of the market has enabled the marketers
of the business organisations to understand the targeted market segments’ needs and
preferences quite easily and meet those. The demands and preference have been shaped by
the society norms and thus it differ based on the different communities or societies. Due to
this, the companies have aimed at segmenting the market into smaller market segments with