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 as applied to Apple.

For each example, select the correct stage of the market segmentation process.

Design Jobs$-$The estimated number of design jobs in the United States is over $750,000,$ employed across a number of industries. $($Click to select$)2$

Graphic Artists$-$Designers need technology that has lots of memory, a great graphics card, clear display, and enough power to handle graphically intensive applications.

$($Click to select$),$

iPad Bundle$-$To motivate designers to choose MacBook Air, Apple offers a $20\%$ discount on any iPad with the purchase of a new MacBook Pro.

$($Click to select$)$

Students$-$Students want cool technology that integrates with their on$-$the$-$move lifestyle. Students are heavy consumers of online music and video content making good sound important to them.

$($Click to select$)$

Laptops$-$Apple produces a number of computers that are portable and suitable for use while traveling, including MacBook Airs and MacBook Pros.

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