[Marketing Segmentation]

By

Acknowledgement

Iwould take this opening to express gratitude my research supervisor, family and friends for their support and guidance without which this study would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation represent my own unaided work, and that the dissertation has not previously been submitted for academic examination towards any qualification. Furthermore, it comprises my own attitudes and not inevitably those of the University.

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Abstract

In this study we try to explore the concept of “marketing segmentation” a a holistic context. The main focus of the research as on “marketing segmentation” and its relation with “customer satisfaction”. The research also analyzes many aspects of “marketing segmentation” and tries to gauge its effect on “customer satisfaction”. Finally the research describes various factors which or responsible for “marketing” and tries to describe the overall effect of “marketing” on “customer satisfaction”. The study explores the details how the O2 and Vodafone improve their market segmentation, also discusses and evaluates their overseas expansion and diversification in global business.

Table of Contents

CHAPTER 1: INTRODUCTION6

Aims and Objectives7

Significance of the Study7

CHAPTER 2: LITERATURE REVIEW9

Marketing in Large UK Retail Organisations12

Marketing strategy17

Customer research19

Market analysis20

New merchandise or service development20

Brand valuation21

Communication with customers21

How managers can use marketing scenarios22

O224

Marketing Strategy25

Marketing Challenges26

A targeted approach28

The O2 partner academy28

Lasting and measurable impact29

VODAFONE30

Strategic Framework31

Provision of new services and accelerated clientele growth32

Peer-to-Peer Strategy34

Aggressive geographic expansion and accelerated customer growth36

CHAPTER 3: METHODOLOGY43

Literature Search44

The content of the questionnaire45

The sample47

CHAPTER 4: DISCUSSION AND ANALYSIS49

Description of sample49

CHAPTER 5: CONCLUSION51

REFERENCES54

Chapter 1: Introduction

The inquiry of how customer satisfaction converts into repurchases behavior lies at the heart of relationship marketing. Previous investigations, although, have discovered that satisfaction solely is a feeble predictor of repurchase behavior. The relationship is mostly reliant on moderating variables (see for demonstration [Mittal and Kamakura, 2001] and [Seiders et al., 2005]). However, most investigations have investigated the satisfaction-retention connection in business-to-consumer relationships (Homburg, Giering, & Menon, 2003). Therefore, the investigated moderating variables have been mostly exact to business-to-consumer contexts. However, there can be no question that comprehending how satisfaction converts into keeping is furthermore of key relevance for business-to-business marketing. Even though stark dissimilarities live between business-to-business and business-to-consumer trading (e.g. Jackson & Cooper, 2008) preceding research has illustrated that buyer notions may be effectively moved to the business-to-business context ([Cooper and Jackson, 2008] and [Durvasula et al., 2009]).

In line with the topic of the 22nd Annual IMP Conference, “Opening the network”, we investigate the satisfaction-retention connection in a business-to-business context by construction on research and forms that have been evolved in a business-to-consumer context.

Aims and Objectives

By managing so, we not only display the viability of construction on buyer research forms for business-to-business research but furthermore find that the deductions from our research have relevance for the entire area of marketing: preceding research has discovered that outcome on moderating consequences of customer characteristics from distinct investigations were equivocal and hard to reconcile (Seiders et al., 2005). One cause for this may be that all of these ...