The Marketing Segmentation As A Means Of Organizational Performance

1.1        BACKGROUND OF THE STUDY It is usually impossible for a particular organization to have a comprehensive knowledge of all the customers that made up a particular market, weather the market is industrial, consumer service, (Coles 2007). This is the situation most time because customers are usually widely spread, many and heterogeneous in what they buy and how they buy. So rather that dissipate energy trying to serve all the customers that make up a market without having a comprehensive knowledge about any particular set of these customers, an organization without a good vision is expe…