Summary:
Essay describes the fundamentals of market segmentation.
Market segmentation is the selection of groups of people who will be most receptive to a product. The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, household status, and geographic location; psychographic variables such as life-style, activities, interests, and opinions; product use patterns; and product benefits. Much segmentation involves combinations of these methods. No matter how segments are defined, however, they are characterized by considerable change over time.
The segmentation of coco-cola can be described as demographic and psychographic because the main consumers of coco-cola are people in the age group of 30 and below. This can be seen by Coca-Colas advertising campaigns, which are targeted toward to the young. But also the lifestyle, as peoples' lifestyles changed they demanded different soft drinks. For example, consumers might want a.....
This is a free excerpt of 135 words. There are 1,310 words (approx.
4 pages at 300 words per page) in the full essay.
Read the rest of this Essay with our Fundamentals of Marketing Segmentation Access Pass.
