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Running head: SEGMENTATION, TARGETING, AND POSITIONING 1
Segmentation, Targeting, and Positioning
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SEGMENTATION, TARGETING, AND POSITIONING 2
Segmentation, Targeting, and Positioning
Segmentation
Market segmentation forms an essential aspect of a firms marketing strategy.
Segmentation entails the process of breaking the market targeted by a company into smaller,
handy, and homogeneous groups of consumers to enhance efficient marketing. Most customer-
oriented businesses segment their target market to enable them to offer complete and unified
solutions to their customers; owing to the fact that diverse customers have unlike and specific
needs. Therefore, it is impractical to satisfy them by treating them as equal or alike.
Segmentation consequently can be done based on customer’s demography, geographical areas,
behavior, and psychograph.
A notable example of market segmentation can be seen through Apple Inc, which
segments its large customers in terms of demographic, geographic, behavior, and lifestyle. On
the demographic aspect, Apple creates new products based on the age and occupation of its
consumers before supplying them to different areas. Some PCs, for instance, have more kid
games while others are fitted with specialized software to suit the older, working generation. A
Smartphone to suits the younger generation while smartwatch is apposite for the older generation
that needs to monitor their pulse rate.
Based on the geographical areas, the company has various stores all over the world. In
the U.S., there are stores in at least 45 states. Worldwide, Apple Company has 450 stores in over
18 countries. Additionally, Apple has established an online store that can be accessed from
everywhere in the world. Based on behavior, Apple Inc classifies its customers depending on
their mindset, usage, acquaintance, and feedbacks. The company provides knowledge through

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Running head: SEGMENTATION, TARGETING, AND POSITIONING Segmentation, Targeting, and Positioning Student’s Name Institutional Affiliation 1 SEGMENTATION, TARGETING, AND POSITIONING 2 Segmentation, Targeting, and Positioning Segmentation Market segmentation forms an essential aspect of a firms marketing strategy. Segmentation entails the process of breaking the market targeted by a company into smaller, handy, and homogeneous groups of consumers to enhance efficient marketing. Most customeroriented businesses segment their target market to enable them to offer complete and unified solutions to their customers; owing to the fact that diverse customers have unlike and specific needs. Therefore, it is impractical to satisfy them by treating them as equal or alike. Segmentation consequently can be done based on customer’s demography, geographical areas, behavior, and psychograph. A notable example of market segmentation can be seen through Apple Inc, which segments its large customers in terms of demographic, geographic, behavior, and lifestyle. On the demographic aspect, Apple creates new products based on the age and occupation of its consumers before supplying them to different areas. Some PCs, for instance, have more kid games while others are fitted with specialized software to suit the older, working generation. A Smartphone to suits the younger generation while smartwatch is apposite for the older generation that needs to monitor their pulse rate. Based on the geogr ...
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