The Market Segmentation Process

This activity is important because the one-size-fits-all mass marketlike that for Tide laundry detergent of 40 years agono 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.

1. Design JobsThe estimated number of design jobs in the United States is over 750,000, employed across a number of industries.

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

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3. iPad BundleTo motivate designers to choose MacBook Air, Apple offers a 20% discount on any iPad with the purchase of a new MacBook Pro.

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4. StudentsStudents 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.

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5. LaptopsApple produces a number of computers that are portable and suitable for use while traveling, including MacBook Airs and MacBook Pros.

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6. College-BoundThere are approximately 20 million college students in the United States.

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7. Affordable ListeningThe size of the college student market makes it an attractive target for Apple's affordable AirPods.

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8. HeadphonesApple produces a number of headphones including AirPods, AirPod Pros, and EarPods.

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9. Education DiscountDuring the back-to-school season, Apple offers a deal on AirPods through its Education Store.

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10. Powerful ToolThe powerful MacBook Pro puts Apple in a strong competitive position in the laptop market for designers.

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