This essay explores the idea that the use of e-marketing means that segmentation is no longer relevant.

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Assignment 1

Question 4

This essay explores the idea that the use of e-marketing means that segmentation is no longer relevant. This statement is discussed in relation to organisations that use e-marketing to complement traditional marketing strategies and in the context of 1:1 marketing.

It is emphasised that e-marketing is not limited to the internet. Although a number of examples in the essay involve the internet, the same basic principles apply in relation to the other e-resources an organisation can use.

Traditionally, a firm can choose from 3 different marketing coverages. These are mass marketing, multi-segment marketing and niche marketing (Strauss, 2001). The evidence in the literature is overwhelming that segmentation still has a central role to play. The reasons for this include that segmentation enables an organisation to:

* group people and organisations with similar needs

* define marketing objectives

* allocate resources and evaluation (Study Guide, 2001).

In addition to the 3 traditional marketing coverages, more recently individualised or 1:1 marketing is being used by organisations. 1:1 marketing involves customising a product offering for individual customers. The very nature of targeting individuals seems to make segmentation no longer