We just went over the ways in which firms can segment markets. Now we will use some personal experience to understand how this useful (and important) for business.

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 in section 8-4 of your text, then describe what base or bases your employer uses to segment its market (If you are not employed, please pick the company that your friend, sister/brother, or parent works at). 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. Think of the two stores, Banana Republic and Old Navy (look them up if you need). Both sell mostly women's and some men's clothes, but the age range is very different, income is different, family life cycle may differ, personality, profession, and motives. This is what makes stores able to survive with so much competition, they create specific target markets by segmenting!

look at all the bases for segmenting markets and address each of them for the company you chose