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

Group the elements related to Apple's market segmentation by the appropriate stage of the market segmentation process. Move each

label to the correct drop zone box. The notes button next to a label provides more information.

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