Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, servicing, distribution, promotion and pricing of goods, services and ideas (The American Marketing Association, cited by Simkin, 2000). Mass marketing and market segmentation are the two general approaches to marketing. Mass marketing is the fact of taking a market as a whole while market segmentation divides the market into different groups which shares the same needs. The most common of these two approaches remains the market segmentation as it usually is more efficient and effective. Either banks, corporation, supermarkets and others uses segmantation in order to know who their potential clients are. Each one of them uses a different segmentation strategy. Nokia corporation, focused in communication and information technology uses succesfuly multiple approaches to segment its market. The main purpose of this paper is to show how Nokia's segmentation strategy is relevant. Prior to that there will be the description of segmentation and ntroduction to the corporation.
I.DESCRIPTION OF SEGMENTATION
WHAT IS SEGMENTATION
Segmentation would be best defined as the art of identifying different groups of customers which share the same requirements. It actually is the heart of strategic marketing. While segmenting, the marketers try to think like customers so that they know what they expect. As a mater of fact many industrial market segmentation schemes are nothing more than common-usage of industrial sectors or internal product groupings: a long way from the customer need and attitude segments adopted by consumer marketers (Dibb and Simkin, 2000 cited by S...
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