This document discusses marketing to different customer segments. It notes that customers differ in culture, religion, traditions, spending habits and lifestyles. It advocates differentiated marketing that segments customers by income, age, life cycle and gender. It provides an example of how a tea company targets different customer preferences by offering green label tea for flavor, red tea for strength, and taaza tea for mass appeal.

1. A Product for Every Customer

2. Country of diversity
Culture
Religion
Tradition
Spending habits
Life-style

3. Market Targeting
Differentiated marketing
Segments:
Income
Age and Life cycle
Gender

4. A Product for every person
Tea:
Green Label: Prefer flavor of tea
Red: Likes strong tea
Taaza: For mass people