Effective Target Marketing through Market Segmentation and Integrated Marketing Channels for Long Term Customer Loyalty and Growth

Marketing Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 2............................................................................................................................................3
Identify and analyse about how effective target marketing through market segmentation and
integrated marketing channels impact the creation of long term customer loyalty and drive growth
in different organisational contexts..................................................................................................3
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management refers to the process of planning and executing the conception ,
pricing, promotion and distribution of ideas. It is basically the art and science of choosing target
markets and growing customers through creating and communicating superior customer value. The
present report covers discussion about two case studies. The report covers discussion about
effective target marketing through market segmentation and also about integrated marketing
channels that has impact on the creation of long term customer loyalty and growth of an
organisation into different aspects.
TASK 2
Identify and analyse about how effective target marketing through market segmentation and
integrated marketing channels impact the creation of long term customer loyalty and drive
growth in different organisational contexts
Businesses have considered market segmentation as their effective tool for purpose of
increasing interaction with target consumer. They have focused on allocation of resources to
increase their market efficiencies which is particularly concerned to smaller consumer segments.
With respect to case study, Australia tourist commission has properly made plans to attract
customers on a large scale so that they can grow in each and every aspect. Their major objective is
to increase the number of visitors to Australia from overseas and also to maximise benefits to
Australia from overseas visitors. For fulfilling these objectives they have provided certain services
which includes helping travellers to plan their trip to Australia and also help businesses to co-
operate in mutual way through tourist ventures support(Australia in 8D).In addition to this , it
involves working with range of partners for purpose of converting strong interest levels in visiting
Australia. According to the case study, Australia tourist commission has segmented its customers of
independent adventurers aged between twenty five to thirty four years as their primary market.
The secondary market has young independent travellers which is aged between eighteen to
twenty four years and independent adventurers aged between forty five to sixty five years. Market
segmentation helps in terms of creating a personalized approach that makes feel their customers that
they are very supportive in terms of understanding them. In this way, they feel themselves valued
and they also feel privileged for having services from this responsible organisation. Segmentation is
also based on customer loyalty which get enriches through loyalty programs. A brand Australian
campaign has been launched across major markets due to which it is easier to build positive
relationship with their customers. This campaign gives an opportunity to their customers that they
develop faith on particular brand by understanding their core purpose. In terms of building long