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Essay / Research Paper Abstract
This 7 page paper considers how important the role of segmenting is for supermarkets. The paper explains what is meant by segmenting and the value is can add, and then looks at different models that are used in the supermarket environment, such as that of Kelvin Lancaster and the value of buyer decision making models. The bibliography cites 5 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEsupseg.rtf
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Unformatted sample text from the term paper:
the gird, appealing to mass or niche markets, looking for a high quality reputation or to be associated with low cost goods, supermarkets are able to occupy multiple positioning on
the resulting table, and as such they are an exception to the rule (Thompson, 1998). It can also be argued that when the supermarkets are undertaking marketing these different position
they are also defining marketing theories that state here there are multiple target markets there is a danger of creating consumer confusion that results in overall list sales (Kotler, 2003).
Four example, the marketing of budget ranges may put off those who want to purchase the luxury goods, as the cheaper image may detract from he premium images, likewise the
marketing of premium goods may give an impression of expensive process for the lower end of the market, alienating both sections of the market. However we may argue that
it is the understanding of the segmentation of the market that has allowed supermarkets to take this approach without alienating their target markets. However, we may also argue that other
tools such as an understanding of the type of shopping and decision making methodologies may be more important than segmentation. The use of demographics look at the physical
characteristics of the market and can be used to break down the population into smaller more similar groups. Demographics are objective measures such as age gender, class and income (Kotler,
2003). The way in which a consumer may be identified will range from general geographical areas and income brackets, to educational levels, social class, race or ethnic background, occupation and
even the type of family that they have, those with young children, couple and empty nesters. The different products bought may represent these different demographics, for example, a retired man
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