On marketing, the perspective has been focusing on the importance in involving customers in organisation marketing strategy. A satisfied customer is likely to become a loyal customer. With loyalty comes attractions to new customers and retention of existing customers. The way to address the needs of customers to reach the level satisfaction they need is through customer segmentation. A segment is a cluster or a group of customers that have the same or similar needs.
The main argument of this section is that although the concept of segmentation is highly supported and regarded by marketing specialists, it is nothing more than a snapshot of the situation at a that particular time. The world changes and moves so fast that customers needs continue to evolve while a segment is identified. Hence, it is important for organisations to adapt to this.
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