Philosophy and Theory of Market Segmentation and its Practical Application in Nigerian Primary Education Services industry in Kano State (Published)
Market segmentation is customer-oriented philosophy. It is a technique of recognizing effectively the differences among customers. It is well-tested system for guiding marketing strategy. It enables primary education services industry to offer quality services and results-based education. The paper examines the theory and philosophy of market segmentation and its application in basic education (primary Education) services industry in Kano state. It begins with the critical analysis of market segmentation from theoretical and empirical perspectives. It highlighted some principles of market segmentation in the lights of dynamics in primary education industry in Kano state. Finally, it discusses the major areas of market segmentation that could be explored by the sector to bring about positive return on investment.
MARKET SEGMENTATION AND TARGETING STRATEGY FOR PROMOTING COX’S BAZAR BEACH IN BANGLADESH AS A TOURISTS’ DESTINATION (Published)
The main objective of this study is to identify market segment for beach tourism products and services for promoting Cox’s Bazar Beach as a tourist destination. The study is based on primary as well as secondary data and sample size was about 308. Result shows a clear distinction between a male, older group of tourists and newly married couple, younger age and married with children depending on parents. The study also revealed that tourists have given a great preference to natural attraction along with enjoying sea waves and sunset view, medium class accommodation facility, safety and security, sanitation and cleaning, caring and waste disposal facility and emergency service. So, to occupy the best position in the mind of tourist the tourism managers and marketers should provide up to mark services as tourists expect. This finding can be useful to the policy makers and marketers of beach tourism at Cox’s Bazar in formulating strategies for their products and services considering the findings of the study.