The Relevance Of Marketing Segmentation As Its Affects Organizational Performance (case Study Coca-cola Nigeria Plc, Benin City)

THE RELEVANCE OF MARKETING SEGMENTATION AS ITS AFFECTS ORGANIZATIONAL PERFORMANCE(CASE STUDY COCA-COLA NIGERIA PLC, BENIN CITY)CHAPTER ONEINTRODUCTION 1.1    BACKGROUND TO THE STUDY It is usually impossible for a particular organisation to have a comprehensive knowledge of all the customers that made up a particular market, whether is industrial, consumer services (Coles, 2001). This is the situation most times because customers are usually headily read, many and heterogeneous in what they buy and now they buy. So rather than dissipate energy trying to serve all the customers th…