Segmentation, Targeting and Positioning(fom) - Dissertation Example

It would be very wrong to conclude that market segmentation is good for none but only the company marketing the product. In fact, I believe that marketing segmentation is beneficial as a whole. It is beneficial for stakeholders that include consumers, society and company selling the product. I believe that there is less wastage of resources if the products are segmented than if they are offered to mass market. For example, Ladies perfumes and colognes will only be bought women, and then what is the point of marketing them on TV and radio and losing money.

Instead by segmenting the market, the company divides its market and devises marketing strategies only to the market it is going to cater to. This saves valuable resources of a company which can be spent on CSR activities and other activations that are beneficial for the entire society. The marketing strategies are devised once a company decides which segment it is going to target, hence first step of the ladder is segmentation and second is targeting and being part of the same ladder they are equally beneficial for the society as whole.

Many companies like P&G, Unilever, Reckitt and Nestle have been success stories of the fact that marketing segmentation, division and targeting is not only important for the society, but it is also very important for the company. Since company is operating in the society, the profits it earns lead to improvement in standard of living and more taxes being paid and all these changes lead to betterment of the society. (Armstrong and Kotler, 2011) References: Armstrong, Gary and Kotler, Philip 2011, Marketing: an introduction, 10th edition, Pearson Prentice Hall, USA.