Literature Review: Market Segmentation, Services, And Consumer Behavior

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Market segmentation is one of the most important processes in modern marketing. This process takes a large heterogeneous market and divides it into smaller segments (or sub-markets) that present more homogeneous characteristics with regard to the product or service of a business. With this division, it can find many departments from which they choose the ones that it has the best prospects for their case, ie the so-called target markets where it concentrates its efforts and resources on marketing(Wedel and Kamakura 2000). The time when one could make something that is "all for all" has gone unswervingly; those who attempt to produce chameleon products usually fail. Of course, this does not mean that a company cannot have a product targeting large ranges of markets, it simply means that if in a market the business discovers specific needs and covers them with the appropriate product or service, the chances of success are much better(Wedel and Kamakura 2002).In this paper, we will present the theoretical framework of marketing segmentation, services, and consumer behavior. In the light of the above, I will then deal extensively with the service sectors to stay at the Met Hotel. Literature review The process of segmentation is very important. A proper segmentation is based on common points identified in customers’ buying behavior, following a systematic research. This research aims to highlight the most important features of a product and their benefits to the public, the

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