• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Market segmentation.

Extracts from this document...


In the season which we live any enterprise wants to has expected profits, it should be find the ways to help it, react in big competition with the other enterprises. A competition where its main characteristics are the preferences of customers, that day with the day their change. Consequently every enterprise wants to has the expected profit, it should can identified the consumers preferences so as to have more customers. Consequently it should analyze all the the information about the market and acts with the exactly strategy. "Marketing strategy involves selecting a specific target market and making decision regarding the crucial elements of product, price, promotion, and distribution in order to satisfy the needs of customers in that market. Choosing the "right" strategy from among many possible alternatives is the ultimate test in developing good marketing strategy. There are literally hundreds of possible marketing mix combinations that! when matched with a good situation analysis, can give a firm a chance to satisfy the needs of target customers, differentiate its products from competitors, and achieve its marketing goals and objectives." ("Marketing Strategy"O.C Ferrell 2002) Two very important sectors research ??? typestyle of market are market segmentation and positioning. Below I will try to analyze the two section of market, and I will try to identified the positive and negative of these. ...read more.


and Climate . ("Consumer Behavior"Leon G 1997) Demographic segmentation "Demographics are the most common basis for segmenting consumer markets. Marketers' preference for using demographic data to segment markets rests on the relative ease of measuring them as well as their close link to demand for many products and services. Demographic variables such as age, stage in the family life cycle, gender, income, occupation, education, religion, nationality, and race are commonly used by marketers because they usually correlate with consumer preferences, needs, and usage rates. For example, gender is an important segmentation variable in the case of clothing, cosmetics, skin-care products, and hair-coloring products. Similarly, stage in the family life cycle is important in determining the need for housing, furniture, appliances, children's products and services, and long-distance phone services. Another reason for the value of demographic variables as a basis for market segmentation is the wealth of demographic data available from numerous sources, including the U.S. Census Bureau and various commercial and noncommercial entities such as Simmons Market Research and Donnelley Demographics. Demographic data are easily acquired and quite simple to use"("Consumer Beahavior"Nessim Hanna 2000) Psychographic segmentation "Although age, family life cycle, gender, occupation, and other demographic variables are usually helpful in developing segmentation strategies, they often fail to paint a precise picture of different market segments. ...read more.


These individuals showed little attachment to their dogs. Family Mutt owners, whose dogs served as pets for their children, represented about 25 percent and showed just somewhat more interest in their dogs. Baby Substitute owners, for whom a dog took the place of a child or a spouse, accounted for about 10 percent. They showed above-average attachment to their dog. Nutrition list owners, such as breeders and consumers who were themselves diet conscious, accounted for about 13 percent and were very personally attached to their dogs. Finally, Middle of the Road owners, about 12 percent of dog owners, showed no distinctive characteristics". ("Consumer Beahavior"Nessim Hanna 2000) Gaines found strong correlations between these psychographic categories and use of commercial dog food products. Members of the Baby Substitute and Nutrition list categories bought the least amount of commercial dog food, whereas members of service deal. Similarly, airlines, car rental companies, and hotels attempt to lure frequent business travelers, who constitute the heavy users of their services, via upgrades, discounts, and frequent-flier programs. To attract nonusers, firms often rely on sales promotion in various forms such as product samples, coupons, rebates, bonus-size packages, premiums, and outright price reductions. Weight Watchers, for example, created a program called Winners through which new members can accumulate points redeemable for products such as sweatshirts, mugs, beach towels, coolers, and director's chairs. The more Weight Watchers' products and services purchased, the more points participants earn.2 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Marked by a teacher

    Marketing mix and segmentation of Sony.

    4 star(s)

    (Index 2002) The PS2's biggest rival was Microsoft's X-Box consoles which were introduced in 2001 but it could not break into the market even though its price is $99 against PS2 which is $149. Sony reacted in 2003 with a new PS2 Satin Silver Edition and it increased sales by

  2. E-Commerce Entities

    It also allows customers to know what store it is (express, metro or extra), and what services are provided in that store. E-tailer: E-tailers are businesses that only exist on the internet, and have no stores or shops on the high street.

  1. Promotional campaign for Pizza Pan foods in Malaysia

    We have also conducted a survey with our current customers to have a better understanding on their attitude regarding the company's new products. We have thrown some specific questions that are directly related to our products such as why they bought our product and what they like and dislike about it.

  2. Free essay

    Fighting for foreign market

    Also, Pepsi must counter trade its concentrate with Russia's Stolichnaya vodka since rubles are not tradable on the world market. However, Pepsi has also had some problems. There has not been an increase in brand loyalty for Pepsi since its advertising blitz in Russia, even though it has produced commercials tailored to the Russian market and has sponsored television concerts.

  1. Investigating Market

    An aim provides a focus for the business. The aims will highlight key areas of development an achievement within the company. The types of business aims are profit, goods and service, survive as a business or expand, maximise sales or improve quality, highly competitive service, provide charitable or voluntary services and be environmentally friendly.

  2. Plannng and research. I would like to open a African restaurant, food from all ...

    Promotion Promotion strategies include advertising and direct customer interaction. Good salesmanship is essential for small businesses because of their limited ability to spend on advertising. Good telephone book advertising is also important. Direct mail is an effective, low-cost medium available to small business. Price The right price is crucial for maximizing total revenue.

  1. Using examples of your choice, explain the importance of segmentation as a marketing tool. ...

    Maybe the most widely cited benefit is that segmentation leads to a better understanding of customer's needs and characteristics. This approach allows more carefully designed marketing programs to be developed and a greater insight into the competitive situation to be achieved (Bonoma and Shapiro, 1983; Frank et al., 1972; Garda, 1981; Powers, 1991).

  2. Marketing research - To decide which products and services will be available in my ...

    Hair cut - �10 * Hair colouring - �10 * Hair highlights - �15 * Manicure - �8 * Pedicure - �8 * Nail buff and polish - �5 * Full-body tanning - �25 * Professional make-up - �15 * Body Massages - �25 * Body Scrubs - �20 Place

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work