Communication is the message that is delivered to the client; marketing is the means of getting it there. Therefore, communication is not just a part of the marketing mix but also should be integrated into your customer service process from the accounts payable department all the way through to your sales staff and even the CEO of your company. It is your message to the customer. The message you wish to communicate with them, your ethos and way of thinking.
Knowing that communication is part of the marketing mix but also your entire company message, you need to think about what that message will be and think about it seriously. As an organization you should all be delivering the same message and the same ethos, there is little point being customer friendly and bending over backward for them on the advertising if the sales person is harsh and unmovable, there is not point giving guarantees as a salesperson that your customer service team is unable to deliver on.
the importance of market segmentation results form the fact service are no homogeneous group, Actually, every buyer has individual needs, preferences, resources and behaviors, since it is virtually impossible to cater to every customers' individual characteristics, to market segments by variables they have in common, these common characteristics allow developing a standardized marketing mix for all customers in this segment
DEFINITION
Market segmentation is the segmentation of markets into homogeneous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in such a way that differences between buyers within each segment are as small as possible, thus, every segment can be addressed with an individually targeted marketing mix
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