Marketing - Segmentation

timer Asked: Sep 6th, 2018
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Question description

Segmentation is crucial in order to match the product to the needs and wants of the appropriate group of potential customers.

Scenario: A new product service company’s marketing assistant tells his boss that the market segment for a new ergonomic chair is sedentary adults.

  • What is wrong with the marketing assistant’s segmentation of the market? Explain.

Tutor Answer

School: UC Berkeley


Negative effects of market segmentation.
Market segmentation is the aggregating of the prospective buyers into various segments
for persons who pose common wants and standard response to the market. Over the years,
market segmentation has enabled the sales groups to target the different consumer categories
who entails different perception of the products and services on offer. It’s aimed at identifying
what is the best for each group. However, it has got many drawbacks that can adversely affect a
marketing agency. For example in the scenario of the segment for a new ergonomic chair for
sedentary adults, many disadvantages are likely to be experienced.
To begin with, the target group is too small. This situati...

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Outstanding Job!!!!

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