The relationship between market segmentation

The relationship between market segmentation and integrated marketing communications is direct and necessary because the communication strategy is affected so strongly by market segments. Market segments are areas where potential customers exist and are structured based on factors such as demographics or geographical area.

For this Key Concept Exercise, consider the different segments of potential customers, based on demographics such as age, lifestyle, location, etc. The broad variety of market segments makes communication strategies especially challenging because you have to cater to so many different interests.

To prepare for this Key Concept Exercise:

• Read the Required Learning Resources forWeek 2
• Reflect on the purpose and role of segmentation in integrated marketing communications
• Consider the value of communication in integrated marketing
• Consider the challenges of communication in integrated marketing
• Undertake some desk research

To complete this Key Concept Exercise:

By Day 3,in an approximately 500-word response, address the following issues:

• Describe the role of segmentation in the integrated marketing communications plan.
• In what ways does segmentation influence how an organisation communicates with its target audience?
• What, if any, are the dangers of assuming that there is a need to segment customers in order to communicate effectively?

By Day 3, submit your Key Concept Exercise.

When writing your responses, you should synthesise the theory with real-world experience. Also, use examples of the theories in action in a real organisation about which you have read, or one in which you have worked.

Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.