THE RELEVANCE OF MARKETING SEGMENTATION AS ITS AFFECTS ORGANISATIONAL PERFORMANCE

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. There is a chain network between the consumers and the market. For an organisation to stand, it needs to understand the working relationship between the two; However, the market is divided to segment to put a check in place. This is as a result of inadequate assessment of the role marketing segmentation towards improving organisational productivity and performance and management inability to boast productivity.