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International and Global Marketing Module Coordinator: Mr. Mohammed Boussouara Essay Topic: Using examples of your choice, explain the importance of segmentation as a marketing tool. Discuss its effectiveness in the context of a developing country of your choice. Student name: Tsouris Ioannis M/N: B00119873 TABLE OF CONTENTS Introduction .......................................................................................... 2 The Importance of Segmentation................................................... 3-5 Segmentation effects in Bangladesh....................................................6-8 Conclusion ............................................................................................. 8 References ...........................................................................................9-10 Introduction Segmentation has been described as "the subdividing of a market into distinct subsets of customers, where any subset may conceivably be selected as a target market to be reached with a distinct marketing mix (Kotler, 1980)". Marketing theory indicates that customers display heterogeneity in their product and service requirements and buying behavior (Assael and Roscoe, 1976; Blattberg and Sen, 1976; Kalwani and Morrison, 1977; Wind, 1978). Market segmentation includes activities designed to attract customers with relatively homogeneous buying requirements in groups or segments. Market segmentation appears because it is necessary to balance different customer...

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