Access over 20 million homework & study documents

14729474

Content type
User Generated
Subject
Marketing
School
Riverside City College
Type
Homework
Rating
Showing Page:
1/4
Running head: MARKETING SEGMENTATION 1
Marketing segmentation
Student’s Name:
Institution’s Name:

Sign up to view the full document!

lock_open Sign Up
Showing Page:
2/4
MARKET SEGMENTATION 2
Market segmentation
Introduction
According to Chris Anderson, the emergence of online commerce that came as a result of new
technology and embodied by eBay, Amazon.com, Netflix, and iTunes has resulted to a shift in
buying patterns of consumers. Anderson says that in many markets, products sales distribution
complies with a curve that is weighted heavily on one side. His concept considers the goods that
are less popular, and which in lower demand. Anderson asserts that these goods may increase
that profitability as consumers are steering away from the mainstream markets. The demand for
less popular goods as an extensive entire could equal the demand for standard products. While
standard items accomplish a more noteworthy number of hits through driving appropriation
channels and rack space, their underlying expenses are high, which delays their profitability. In
correlation, long-tail goods have stayed in the market over extended periods are as yet auctions
through off-showcase channels. These goods have low dissemination and generation costs, yet
are promptly accessible available to be purchased.
Anderson argues that the internet has shifted the demand from hits to inches in several products
classifications such as books, music, movies, and clothing. Anderson discusses three premises to
make his point clear as it is going to be discussed in the entire chapter.
The first market is the full market coverage, which makes the distribution costs to be low thus
making is easier economically to sell products with no precise predictions for demand. In this
premise, an organization tries to serve all consumer groups with any product they might require.
Only big companies such as coca-cola and Microsoft may undertake this strategy for full market
coverage, either through undifferentiated marketing or differentiated marketing. Undifferentiated
marketing is also known as mass marketing. Here, the companies disregard the segment

Sign up to view the full document!

lock_open Sign Up
Showing Page:
3/4

Sign up to view the full document!

lock_open Sign Up
End of Preview - Want to read all 4 pages?
Access Now
Unformatted Attachment Preview
Running head: MARKETING SEGMENTATION Marketing segmentation Student’s Name: Institution’s Name: 1 MARKET SEGMENTATION 2 Market segmentation Introduction According to Chris Anderson, the emergence of online commerce that came as a result of new technology and embodied by eBay, Amazon.com, Netflix, and iTunes has resulted to a shift in buying patterns of consumers. Anderson says that in many markets, products sales distribution complies with a curve that is weighted heavily on one side. His concept considers the goods that are less popular, and which in lower demand. Anderson asserts that these goods may increase that profitability as consumers are steering away from the mainstream markets. The demand for less popular goods as an extensive entire could equal the demand for standard products. While standard items accomplish a more noteworthy number of hits through driving appropriation channels and rack space, their underlying expenses are high, which delays their profitability. In correlation, long-tail goods have stayed in the market over extended periods are as yet auctions through off-showcase channels. These goods have low dissemination and generation costs, yet are pro ...
Purchase document to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Anonymous
Just the thing I needed, saved me a lot of time.

Studypool
4.7
Indeed
4.5
Sitejabber
4.4

Similar Documents