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Essay / Research Paper Abstract
This 3 page paper provides an overview of market segmentation. There is a decided focus on the audience. Bibliography lists 3 sources.
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3 pages (~225 words per page)
File: RT13_SA647mkt.rtf
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but have products geared to certain segments of society. In society today, market segmentation and target marketing are concepts which are regularly used but highly criticized. Some claim that certain
markets, such as young people or women or minorities, are targeted for particular products which are not generally healthy or valuable. For example, minorities may be targeted with credit cards
that have high interest rates or young people are targets for cigarette and alcohol commercials. Not too long ago, criticism was lodged against Camel cigarettes because people believed that the
package design was created to entice children. In fact, any cigarette geared to a market segment is highly criticized because the product is dangerous. Hagen (1999) talks about images and
how different types of media hold certain audiences. When there are many channels to provide a great deal of competition for any particular marketer, some believe that they are "slaves
of the ratings tyranny" (Hagen, 1999, p.130). Hagen (1999) goes on to address issues related to market segmentation. He starts by examining the audience and suggesting that many researchers do
not understand the audience to which they advertise (Hagen, 1999). Understanding the audience is the first step in segmenting the market. For example, one might research the audience and find
that there is a large percentage of elderly people watching a particular show. Hence, one would not want to advertise condoms or sports cars during that period of time. Yet,
a younger audience would warrant particular fare such as fast food or video game commercials. Marketers of course will advertise to young children but many people are not aware
that sometimes commercials for family cars for example are geared to children. It is hoped that they will convince their parents that they want a certain van during the buying
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