Marketing: Marketers use segmentation bases, or variables, which are characteris
ID: 2731935 • Letter: M
Question
Marketing: Marketers use segmentation bases, or variables, which are characteristics of individuals, groups, or organizations, to divide a total market into segments. Review the five general segmentation bases on pages 119-125 of your textbook. Then describe what base or bases your employer uses to segment its market. Be as specific as you can. For example, a company selling women's clothes is obviously segmented by gender but it probably also segments by age or profession as well. If you are not working now, select a company that you have some familiarity with through experience (i.e. a prior job, a spouse or other’s employer, a business you patronize).
Explanation / Answer
If you were to overhear women talking in a dressing room, you would more than likely hear them comment on something they've tried on and question how they should wear it or what it will go with in their closet. Research has shown that women are stressed, have little time to shop, and would generally like help in determining the right clothes and styles to wear. With over 61 million U.S. women between the ages of 25-54 spending over $34 billion in apparel each year, there are sure to be some mistakes made in clothing choices. Television shows such as BBC's "What Not to Wear" and Style's "Fashion Emergency" clearly speak to a woman's confusion about what looks best on her. Even women who can afford a professional stylist feel helpless and often jokingly request that their stylist come to their home every morning to help them get dressed.Research indicates that women approach retail shopping uniquely by evaluating purchases based on product and company information derived from both personal and expert sources. Additionally, surveys consistently reveal that women buy based on the relationship they forge with a brand. Statistics, studies, and our own personal experiences show us again and again that excellent customer service lowers customer attrition rates, fosters excellent word of mouth and most importantly, increases sales. The table below shows that out of the ten characteristics consumers find important in deciding where to shop, four were attributed to customer service.