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Essay / Research Paper Abstract
A five page paper which looks at market segmentation with reference to the sale of white goods in Europe, especially with regard to socio-economic and cultural variations in the customer base. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: JL5_JLwhiteg.rtf
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Unformatted sample text from the term paper:
the ways in which the white goods market in Europe could feasibly be segmented, it might be useful to consider first the principles of segmentation and how these can be
applied to white goods, and secondly, some of the cultural and demographic features of European countries which might be relevant in terms of marketing policy. Market segmentation is the process
by which a comparatively large market is divided into smaller sections, according to recorded or expected response to different marketing variables. By dividing the customer base into smaller, homogenous
groups, it is easier to assess what characteristics they share, and construct marketing and promotional strategies accordingly. For instance, one segment might be defined according to socio-economic status, another according
to age, another according to geographical location, and so on.
Obviously, segmentation will only be appropriate if there is a large market, which contains significant differences: there is no point in trying to target different groups if the same marketing
techniques will be equally effective with regard to the entire customer base. It is also necessary to use the segments efficiently: promotional material, for example, must differ from one segment
to another, and channels of communication set up which will target the appropriate groups.
In terms of the white goods market, therefore, it is evident that there are a number of variables which need to be taken into account. In the first place,
white goods is in itself a term with very broad scope: there are numerous categories and sub-categories of items which are covered by the term. Not only is the product
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