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Essay / Research Paper Abstract
This 6 page marketing paper examines the concepts of segmentation, positioning and the consumer adoption process looking at what they are and commenting on the relevance, strengths and limitations of these concepts. The bibliography cites 5 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEsegpos.rtf
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Unformatted sample text from the term paper:
For a business unit within a larger organisation there may be several approaches to segmentation. Firstly we need to consider what is meant by segmentation.
Segmenting is the division of the consumer base, or potential consumer base into categories where there are similar characteristics. There are a number of ways a market
can be segmented. Traditional methods of segmentation may included demographics dividing the market by characteristics such as age, gender or ethic background (Hooley et al, 1998). Other psychical attributes
may be used, such as geographical location or even characteristics such as weight, hair colour or even those with poor eyesight (Hooley et al, 1998).
The use of these segments has been seen over many years. However, it has been argued that segmentation along these lines is too general. The use
of socioeconomics may also be used as a segmentation strategy, looking at occupation, income and education. More recent development also include the use of consumer life cycle stages, looking at
factors such as marital status and position of children if any. ACORN; A Classification of Residential Neighbourhoods may be seen as bring many of these more objective measure together (Hooley
et al, 1998). These are all objective measures, but the use of more subjective measures are also seen in some segmentation strategies, which may include personality inventories, which can include
personal values, such as those who value fair trade products, and even lifestyle inventories may be used to categorise consumers into groups with common traits.
Segmenting is of both direct and indirect benefit for the suppliers. By placing consumers into various groupings dependant on characteristics they can be targeted by the different
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