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AmandaWaugh_Unit7Assignment_MT219 - TARGETINGyourMARKET:...

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Segmentation Analysis TARGETING your MARKET: Use the five steps below to select your target market and then  position your brand. Name the brand you chose in the Unit 2 Discussion ---------- Apple STEP 1: Identify whether the strategy should be Undifferentiated,  Differentiated or  Concentrated  and discuss why: --------------> Step 1 Response: Apple’s strategy is differentiated. Apple does not only market to one group of  people and it also has more than one product so that it can appeal to even more people. STEP 2: Which specific segmentation variables of the four segmentation categories shown below  should be used? (location, age, gender, or rate of usage for ex. See chart in Unit 4 reading) You  may not have variables in all the categories. Provide the variables used and explain why  -----------------> Demographic Variables: The variables that play a role in the marketing of Apple would be age, income  and occupation. The age group as well as the occupation of the consumer can determine what the  consumer would need a product for. The income would play a factor because that will help determine if  the consumer will be able to afford the product. Geographic Variables: I don’t think that Geographical variables have any effect on Apple.  Psychographic Variables: I believe that everything in this category has an effect on Apple’s sales. The  personality attributes can help determine the style of a product. With Apple and their computers, they have 
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  • Spring '10
  • specific segmentation variables, well.   Behaviorist Variables, previously determined  variables, ­­­­­­­­­­ Apple STEP

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AmandaWaugh_Unit7Assignment_MT219 - TARGETINGyourMARKET:...

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