Download complete project materials on Role Of Market Segmentation In Contenporary Consumer Market
ABSTRACT
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The quest for higher productivity through effective human resources planning and development in the civil service has been a lingering problem to successive Nigerian Administration. This problem has given rise to an inefficient workforce and poor service delivery of the Nigerian public service. Poor job design, incompetence workforce and how morale has prompted the need to speed-up the reform process in order to address these fundamental ills.
Thus, this essay anchored its focus on how to revitalize the civil service workforce by focusing on productivity and human resource planning and development as a strategy to curtail inefficiency in the service and to achieve desired result.
Ti reiterated that the effect of low productivity and ineffective human resource planning and development has resulted to a huge drain of the nation’s resources. It concludes on the need to strategic on the service resource skills and capabilities and an appropriate job design model that will stimulate the workforce for optimal results.
CHAPTER ONE
General Introduction
Introduction
Market segmentation was introduced to the marketing field in a classic 1986 article in the journal of marketing (Smith, 1956). Because market segmentation simultaneously address the role of both marketers and customers, this concept quickly capture the attention of many innovation individuals. In the field coincidentally the segmentation concept appeared shortly before the amical of computers brought about a revolutionary burst of activity in marketing research.
During the new era, it became possible to analyze efficiently and powerfully large number of variable on trained from large sample in the consumer population. Given its nature, market segmentation became central topic for marketing resources and chief beneficiaries of the new technology, and strategist during the decades of the 1960s, 70, 80, and yet today as we move through the millennium it is truly a centre piece of marketing.
Actually, there is no such thing as homogenous national market; instead our country is a composite of may small markets. There are significant differences in market behavior between the various segments of the market. Modern marketing theory encourages the formulation of marketing policies and tactics of each market segment the firm plans to solicit. It been proved many times over the same tactics and strategies are not equally appropriate for all segments.
Market segmentation requires the marketers to understand and use the many bases available for segmenting the total market. The creative use of the sample but powerful technique allows the marketers to develop an offer to specific market segments whose needs are not justified by the mass market.
A discipline approach to the subject will discover the heterogeity of the total market and these opportunities for the firm through sensible targeting.
Objectives Of The Essay
Marketing segmentation as a marketing strategy for grouping customers with similar needs together is an important to every marketers. It is the view of this fact that this essay examines the role of market. To do this appropriately the following objectives are sought.
To determine the basic techniques for segmenting contemporary consumer market.
To examine the criteria for an effective segmentation.
And to examine the role of market segmentation on consumer satisfaction.
Significance Of The Essay
The significance of this essay is the analysis of segmentation in a contemporary market as mentioned and much emphasizes is laid on segmenting consumer market.
It will assist the lecturer, students and other interested parties particularly those in the business related course in their future research work.
The essay is equally important because it is a pre-requisite to the Award of National Diploma in Business Administration.
Scope Of The Essay
This essay is narrowed to segmenting of consumers
market on which emphasis is place on a contemporary market and consumer market.
1.4 Limitation of the Essay
It is a well-know fact that every student wants to produce a master piece in his or her life so as to be regarded as a real marketing major. It is under the influence of this factor that our major constrains developed their effect.
To start with, there is issue of a limited period of the essay work within the academic session. Students have to put up wi th the every growing mountain of academics social engagement as well as current affairs thereby working them selves jacks of all trade. In summary of it, the major constraints student faced are those of time, and inadequate materials related to the essay.
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