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Organizations that sell to consumer and business markets recognize that they cannot appeal to all buyers in those markets or at least not to all buyers in the same way Buyers are too numerous too widely scattered and too varied in their needs and buying practices Companies vary widely in their abilities to serve different segments of the market Rather than trying to compete in an entire market sometimes against superior competitors each company must identify the parts of the market that it can serve best Segmentation is thus a compromise between the rash assumption that all people are the same and the uneconomic assumption that each person needs a dedicated marketing effort Within this essay it is going to present the main considerations of the market segmentation as well as the influence of consumer behaviour 2 Concepts of the market segmentationMarkets consist of buyers and buyers differ in one or more ways They may differ in their wants resources location buying attitudes and buying practices Through market segmentation companies divide large heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needsBecause buyers have unique needs and wants each buyer is potentially a separate market Ideally then a seller might design a separate marketing programme for each buyer However most sellers face larger numbers of small buyers and do not find complete segmentation worthwhile Instead they look for broad classes of buyers who differ in their product needs or buying responses For example high- and low- income groups differ in their car-buying needs and wants It also knows that young consumers need and wants differ form those of older consumers The task facing the marketing manager is to identity variable that describe the customers in terms of their inherent characteristics and to link those variables to consumer behavior toward the product or service The market segmentation planning process can be divided into five stages Stage
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