This document discusses market segmentation and strategies for targeting customer groups. It defines market segmentation as "grouping customers according to similar characteristics needs and wants". It provides criteria for segmenting customers such as geographic, demographic, psychographic, and behavioral factors. The document also discusses how segmentation allows companies to better adjust products, focus resources, and identify market opportunities. Globalization can lead to standardized segments that can be targeted with a global strategy.
10. SEGMENT DESCRIPTION OPPORTUNTY Jet Seller Rich –Fashion Tourism-Luxurious-Exclusive Products MTV Generation Young/Middle Income Music-Videos-Movies-Trendy Fashion Sportive Souvenirs-Wear-Events Technics Software-Computers-Gadgets Global Citizens Concerned with social issues- connectivity Green Wood –Web based comunities
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40. A generic market description doesn’t include any product-type terms. This emphasizes that any product type that satisfies the customer’s needs can compete in a generic market.
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