23 Aug The different levels of market segmentation that exi
The different levels of market segmentation that exist are mass, segment, niche, and customized marketing. Mass marketing is the broadest form of marketing and does not differentiate between consumers. Narrowing down farther as the levels of marketing segmentation narrows, customized marketing treatise each consumer as an individual segment and markets to them as such.
The segment strategies that manufacturers of personal computers should implement to attract the Gen Y and Baby Boomer generations are Mass and Segment marketing. Mass marketing allows companies to appeal to a broader audience; all of whom need a form of a personal computer, whether that be a mobile device, laptop, tablet or desktop computer. As you narrow in further on the segment of marketing used, segment marketing allows manufacturers to market their products to Gen Y and Baby Boomers in a differentiated manner. An example of Apple appealing to the Baby Boomer generation is through their Tech program. This program allows consumers to purchase an Apple product, sign up for lessons to help them use their product, and the confidence that if anything goes wrong that is outside of their control, the Apple Genius Bar is available to them at their convenience. This same example can be applied across generational lines, but is most frequently used, from my experience, by those in the Gen Y and Baby Boomer generations.
Other examples of companies that I believe market well to Gen Y and the Baby Boomers are Facebook, AAA and Costco.
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Market segmentation allows a company to acclimatize their products to the specific needs of various target markets. The levels of this market segmentation include mass marketing, segment marketing, niche marketing, and customized marketing (Finch, 2012). In mass marketing, a product such as bottled water can be marketed to every consumer since it is such a universal product across all potential buyers. Segment marketing targets specific groups of likely buyers such as the brand Nike who targets those involved in athletics. In niche marketing, products are more specifically focused on the brand or service it can provide. An example of this is the recent popularity of salons that focus on blow out styles versus traditional haircuts. This caters to a specific group of predominately females who prefer to wear straight and trendy hairstyles. The last level of market segmentation is customized marketing. Customized marketing characterizes the most individualistic method by uniquely focusing on specific buyers. An example of a company geared toward customized marketing is StitchFix.com which advertises as providing hand selected wardrobes based on user fit, size, need, and style.
When marketing personal computers to Generation Y, manufacturers need to understand that this group pays attention to more technological advertising and they will expect computers to be quicker, more personalized, and a brand they can recognize. Marketing computers to baby boomers should avoid texting, slang (abbreviations). This group need transparency about the benefits of the product without having to maneuver around multiple searches for product information. This generation is not prone to select products based on social media. Since they have grown up with no cell phones and vast internet options, they likely prefer in person interactions.
I think most companies providing a universal product do a good job at marketing their products across generations. Car manufacturers do not want to be categorized into one age segment and do well at keeping advertising that can relate to all age groups. An example of this is Subaru which show its vehicles being purchased by young up and coming individuals and keeping the vehicle throughout their life by showing the different stages of life they go through. Cellular companies also fair well at advertising and providing products from the most technological proficient individuals to easy to use, yet smart choices for those individuals that want simplicity yet sophisticated technology.
Finch, J. (2012). Managerial Marketing. Retrieved from https://ashford.content.edu. (Links to an external site.)Links to an external site.
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