The Market Segmentation Process

This activity is important because the one$-$size$-$fits$-$all mass market$-$like that for Tide laundry detergent of $40$ years ago$-$no longer exists. The global marketing officer at Procter & Gamble, which markets Tide, says, "Every one of our brands is targeted." A business goes to the trouble and expense of segmenting its markets when it expects that this will increase its sales, profit, and return on$.$ investment. When expenses are greater than the potentially increased sales from segmentation, a firm should not attempt to segment its market.

The market segmentation process has five steps: grouping buyers, grouping products, developing a market$-$product grid and estimating market sizes, selecting target markets, and taking marketing action.

The goal of this activity is to demonstrate your understanding of the market segmentation as applied to Apple.

Read the description of the activity, then match it to the appropriate stage of the market segmentation process.

Group Buyers

Group Products

Develop and

Estimate

Select Targets

Take Action