Marketing Management | Essay

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 about market segmentation......................................................................3
Selection of company and its relevance to market segmentation........................................5
Conclusion.................................................................................................................................7
References.................................................................................................................................8

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MARKETING MANAGEMENT
Introduction
The essay is prepared to discuss about the management of marketing by the business
organisation so as to make people aware of the products and services delivered and also make
them understand how they can gain accessibility to those for meeting their needs and
requirements. The essay also highlights the importance of managing segmentation of market,
i.e., where the market has to be divided into multiple segments so as to ensure targeting the
people from different market segments and ensure fulfilling their needs and preferences
largely too (Goyat, 2011). The segmentation of market, according to Venter, Wright & Dibb
(2015), is a major way of dividing the market into compatible sections comprising of the
customers, thereby select those segments and targeted market that shall be reached with a
proper and unique marketing mix. The focus of the essay has been on the ways the company
can manage market segmentation to label the potential customers, provide additional benefits,
draw their attention and enhance productivity and profit level to attain competitiveness within
the concerned industry (Venter, Wright & Dibb, 2015). Not only does the market
segmentation help in improving the marketing effectiveness, but also has helped in
effectively using the marketing resources and skills required to balance coordination between
the company and its potential clients in different market segments too.
Literature review about market segmentation
According to Goyat (2011), the concepts of global marketing has become a major
factor for making every business organisations attain success and long term competitiveness.
The implementation of the right marketing strategies is critical to achieve the marketing
objective while at the same time, establish the brand in different market segments, reduce
sales resistance and develop a sense of interest and willingness among the customers for the
products and services to be purchased. Goyat (2011) also stated that the marketing