Answer Happy

The Market Segmentation Process
This activity is important because the one-size-fits-all mass
market—like that for Tide laundry detergent of 40 years ago—no
longer exists. The global marketing officer at Procter &
Gamble, which markets Tide, says, "Every one of our brands is
targeted." A business goes to the trouble and expense of segmenting
its markets when it expects that this will increase its sales,
profit, and return on investment. When expenses are greater than
the potentially increased sales from segmentation, a firm should
not attempt to segment its market.
The goal of this activity is to demonstrate your understanding
of the market segmentation as applied to Apple.
For each example, select the correct stage of the market
segmentation process.
1. Design Jobs—The estimated number of design jobs in the United
States is over 750,000, employed across a number of industries.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
2. Graphic Artists—Designers need technology that has lots of
memory, a great graphics card, clear display, and enough power to
handle graphically intensive applications.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
3. iPad Bundle—To motivate designers to choose MacBook Air,
Apple offers a 20% discount on any iPad with the purchase of a new
MacBook Pro.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
4. Students—Students want cool technology that integrates with
their on-the-move lifestyle. Students are heavy consumers of online
music and video content making good sound important to them.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
5. Laptops—Apple produces a number of computers that are
portable and suitable for use while traveling, including MacBook
Airs and MacBook Pros.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
6. College-Bound—There are approximately 20 million college
students in the United States.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
7. Affordable Listening—The size of the college student market
makes it an attractive target for Apple's affordable AirPods.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
8. Headphones—Apple produces a number of headphones including
AirPods, AirPod Pros, and EarPods.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
9. Education Discount—During the back-to-school season, Apple
offers a deal on AirPods through its Education Store.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action
10. Powerful Tool—The powerful MacBook Pro puts Apple in a
strong competitive position in the laptop market for designers.
(Click to select) Group Buyers Group
Products Develop and Estimate Select
Targets Take Action