tourism Task 3 (AO3) [pic] Overview: Market segmentation can be done in various ways. Most companies choose to use not just one but a combination of methods: 1.Demographic segmentation Demographics is the study of the make-up of the population. Demographic trends illustrate how the population is changing. Factors that affect the make-up of the population include the birth rate and life expectancy. When demographic segmentation is used‚ consumers are grouped according to: Age
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I. Watches In this first case we deal with a relatively simple mode of segmentation analysis. The most productive way of analyzing the market for watches turns out to be segmentation by value. This approach discloses three distinct segments‚ each representing a different value attributed to watches by each of three different groups of consumers: 1. People who want to pay the lowest possible price for any watch that works reasonably well. If the watch fails after six months or a year‚ they will
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Table of Contents Market Segmentation and Product Positioning 2 1.1. Introduction 2 1.2. Product the company will offer 2 1.2.1. Motorcycle industry an overview 2 1.2.2.Motorcycle industry in US an overview 3 1.3.Marketing Objectives of the Motorcycle Company: 4 1.4.Primary Characteristics of the Motorcycle 4 1.5.Branding Strategy 5 1.6.Product Positioning: 6 1.6.1.Short-run Strategy: 6 1.6.2.Longer-Run Strategies 6
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Segmentation Segmentation may be defined as the process of dividing a heterogeneous market into homogeneous sub-units. To get a product or service to the right person or company‚ a marketer would firstly segment the market‚ then target a single segment or series of segments‚ and finally position within the segment(s). Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior. Segmentation aims
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Market segmentation of the Nike company Demographic Segmentation Demography segmentation they include age‚ race‚ family income‚ and education level‚ among others.Besides‚ it was observed that the majority of the respondents consist of professional from various fields like engineers‚ software professionals‚ working executive etc. who effective form 38% of our database. While 36% were students from various fields. Others constitute designers and athletes etc. the further study is carried on the buying
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Abercrombie and Fitch is one of today’s most popular clothing companies that cater to American’s youth culture. Abercrombie and Fitch clothing is worn by children and young adults‚ but is largely marketed to the college-age population. Abercrombie and Fitch have been in existence since 1892‚ beginning as an outdoors sporting goods supplier. Today‚ A&F stores can be found in malls across America and the A&F logo is easily seen on any high school or college campuses. Abercrombie and Fitch clothes
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Aaker‚ D. and Joachimsthalaer‚ E.A.‚ (2000)‚ “The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge”‚ California Management Review‚ Vol. 42‚ No. 4‚ pp. 8-23. Aaker‚ Jennifer (1996)‚ “Dimensions of Brand Personality”‚ Journal of Marketing Research‚ 34 (August)‚ 347-356. Abratt‚ R.‚ (1989)‚ “A New Approach to the Corporate Image Management Process”‚ Journal of Marketing Management‚ Vol. 5‚ No. 1‚ pp. 63-76. Armstrong‚ G. And Harker‚ M. And Kotler‚ P. And Brennan‚ R
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1. Describe in your own words‚ market segmentation‚ give an example of how a market may be segmented‚ and explain the reason for segmentation. 2. Explain the principles of targeting and give two examples of a targeted market. 3. Discuss what is meant by positioning using two example of a business positioned in differing market sectors Marketing consists of a range of techniques designed to sell a product/service. It focuses on customers and their needs‚ firms generally undertake research
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PROJECT REPORT ON MARKET SEGMENTATION LIST OF CONTENTS SL NO | TITLE | PAGENO | I. | INTRODUCTION | 5-8 | II. | LITERATURE REVIEW | 9-15 | III. | RESEARCH METHODOLOGY | 16-19 | IV. | ANALYSIS | 20-31 | V. | FINDINGS | 32-33 | VI. | SUGGESTIONS | 34 | VII. | CONCLUSION | 35-36 | VIII. | BIBLIOGRAPHY | 37 | IX. | APPENDIX | 38-43 | CHAPTER-1 INTRODUCTION Market segmentation is the identification of portions of the market that
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3.1 Market Segmentation Market segmentation refers to the process of dividing a market into a smaller group of buyers with distinct needs‚ characteristics‚ or behaviors that might require separate marketing strategies or mixes. The marketers of Haagen-Dazs in Malaysia have tried different market segmentation variables to find out the best method to market structure. The characteristics that used are geographic and demographic. 3.1.1 Geographic Segmentation Geographic segmentation divides the
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