Understand the main principles of market segmentation

Through this resource; By the end of the session all learners will be able to:
 Understand importance of segmenting a market
 Identify the main segmentation bases used in marketing
 Differentiate between market segments and customer classification
 Identify and evaluate profitable and stable market sectors
 Define the motivators and inhibitors that influence customer behaviour
 Understand how CRM helps organisations to increase retention of profitable customers
By the end of the session some learners will be able to make the link between segmentation and developing the overall marketing strategy.

This resource contains material for a 5 hour lesson. It contains activities, illustrations, activity ideas, discussions, case study and notes for the teacher to keep in mind