Principles of Marketing Apple Computers

Principles of Marketing

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Table of Contents

The importance of marketing segmentation to a business enterprise

Apple Inc.’s Concept of Positioning

Apple’s Promotional Mix

Should other elements be added to Apple’s Promotional Mix?

The importance of marketing segmentation to a business enterprise

What is Market Segmentation?

Wikipedia defines market segmentation as “a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Market segmentation strategies may be used to identify the target customers, and provide supporting data for positioning to achieve a marketing plan objective. Businesses may develop product differentiation strategies, or an undifferentiated approach, involving specific products or product lines depending on the specific demand and attributes of the target segment”. 1

Why is Market Segmentation Important to a Business Enterprise?

Market segmentation is important to business as it splits potential buyers into groups with similar needs and wants. When buyers are effectively segmented it allows a business the opportunity to best utilise its finite resources. Marketing makes up large part if business expenses and to ensure return on investment of marketing activities, a business enterprise has to ensure that marketing strategies are targeted to the correct target market.

Market Segmentation can vary among groups within a market, but stays consistent within certain groups. The are four primary bases by which to segment a consumer market:

* Geographic Segmentation that is based on regional changes such as regions, population densities, growth rate of the population and climates

* Demographic segmentation that is based on age, gender, education, occupation, income and family status, ethnicity and population density variables

* Psychographic...