This activity is important because the one$-$size$-$fits$-$all

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.