Segmentation Overview Product is NIKE SHOES?

the market segmentation bases for this product and who the target market will be (

Remember,

Market Segments are a subgroup of people sharing similarities within Geography, Demographics,

Usage or Benefits sought). Clearly explain the group that you will be targeting with this product and

what characteristics define this group? Review chapter 8, section 8-3 to support your answer as to

the characteristics of segmentation.

b.

Summarize who you believe the primary target market is for this product?

c.

Describe why you think this product will appeal to this segment. Explain your thought process.

Consider questions such as - why do you think this group will buy this product and why weren't

they buying the other products you were producing.

Select the appropriate segmentation variables within the chart below and describe how they represent the

market for your product.

Bases for Segmentation

Sub-Bases

Explanation/Description

1 Geographic

Region of the country or

world, climate, population

density?

2Demographic

Age Segmentation: Age

group/ generation?

Gender Segmentation:

Traditional or Modern?

Income Segmentation: Low,

middle or high income?

Ethnic Segmentation:

Multicultural or targeted?

Family Life-Cycle

Segmentation: Young,

middle-aged or older? Single,

divorced or married?

Children or no children?

3 Psychographic

Personality Segmentation:

Traits, attitudes and habits?

Motives Segmentation:

Emotional or rational?

Lifestyle Segmentation:

4 Socioeconomic

characteristics, beliefs, how

they spend their time?

Benefit Segmentation

What benefits do they seek?

to gain from the product?

Usage-Rate Segmentation

Former, potential, first time,

light or irregular, medium or

heavy user.