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1. Utilizing the Template provided, entitled, Segmentation Variables Template,for iPhone, on what basis do you think apple segments its customers? Commonly used characteristics to segment markets (as discussed in class) are geography, demographics, psychographics, benefits sought and usage rates. Utilizing the Template provided, explain the market segmentation bases for this product.

Segmentation for Luxury SUV
Bases for Segmentation	Sub-Bases	Explanation/Description
Geographic	Region of the country or world, climate, population density?	Canadian Provinces with cities with large population density - Ontario, British Columbia, Alberta
Demographic	Income Segmentation: Low, middle or high income?	High income
	Family Life-Cycle Segmentation: Young, middle-aged or older? Single, divorced or married? Children or no children?	Married with 2 or more children
Psychographic	Lifestyle Segmentation: Socioeconomic characteristics, beliefs, how they spend their time?	High income with busy lifestyle - family involved in many sports, drive many kids in carpools

Bases for Segmentation	Sub-Bases	Explanation/Description
Geographic	Region of the country or world, climate, population density?
Demographic	Age Segmentation: Age group/ generation?
	Gender Segmentation: Traditional or Modern?
	Income Segmentation: Low, middle or high income?
	Ethnic Segmentation: Multicultural or targeted?
	Family Life-Cycle Segmentation: Young, middle-aged or older? Single, divorced or married? Children or no children?
Psychographic	Personality Segmentation: Traits, attitudes and habits?
	Motives Segmentation: Emotional or rational?
	Lifestyle Segmentation: Socioeconomic characteristics, beliefs, how they spend their time?
Benefit Segmentation	What benefits do they seek to gain from the product?
Usage-Rate Segmentation	The former, potential, first-time, light or irregular, medium or heavy user?

1. Summarize who you believe the primary target market is for iPhone.

2. What cultural, social, individual and psychological factors are impacting the consumer's purchase decision for iPhone? Explain why and how these factors impact the consumer's decision.

3

1. Apple Inc. will want to ensure customers remain loyal and are engaged with the product and company. As discussed in class, building a strong relationship and trust with consumers are important factors in building loyalty. What does Apple Inc. do to build customer relationships, strengthen customer engagement and trust and keep customers loyal

Some ideas to consider when answering this question, but not limited to just these questions - Does your company use CRM technology to assist with building a relationship? How do they use technology? What CRM tools do they use? What is the role of salespeople in selling your product to the end consumer? How are customer issues with your product resolved? What kind of messaging does the company use to build trust and loyalty with customers?