Your Status: Logged out Log in

This essay explores the idea that the use of e-marketing means that segmentation is no longer relevant.  

Member rating: No Rating | Words: | Submitted: Fri Jan 28 2005

Page Preview
Preview
Previous 1 of 7 Next

On the left is an image preview of every page of this document, and below are the first 150 words with formatting removed:

Assignment 1 Question 4 This essay explores the idea that the use of e-marketing means that segmentation is no longer relevant. This statement is discussed in relation to organisations that use e-marketing to complement traditional marketing strategies and in the context of 1:1 marketing. It is emphasised that e-marketing is not limited to the internet. Although a number of examples in the essay involve the internet, the same basic principles apply in relation to the other e-resources an organisation can use. Traditionally, a firm can choose from 3 different marketing coverages. These are mass marketing, multi-segment marketing and niche marketing (Strauss, 2001). The evidence in the literature is overwhelming that segmentation still has a central role to play. The reasons for this include that segmentation enables an organisation to: * group people and organisations with similar needs * define marketing objectives * allocate resources and evaluation (Study Guide, 2001). In addition to the 3 traditional marketing...

Get instant access



  • Instant, unlimited access to our documents in full
  • Swap your work for free access, or pay £4.99
  • To see the full version of this document and 146,168 others
Register Now
OR

Receive email updates for this category



  • Simply tell us your email address and receive a weekly Study Help Email for FREE
  • Receive 3 FREE essay views with each email
  • Get all the latest essays from Coursework.Info & discussion from TheStudentRoom.co.uk