Spider: Marketing and Older Couples Essay

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Sandra Atueyi
BUS 620: Managerial Marketing
Instructor: Ucheena Nwabueze
Discussion 1: Market Segments
December 8, 2011

Question: There are three effective strategies for segmenting the population: demographic, psychographic, and geographic. Discuss the characteristics of each segmentation strategy; synthesize the characteristics and assess how an organization determines which one (or more) of the strategies to implement. Respond to at least two of your fellow students’ postings.

Who They Are: Segmenting Demographically While firm demographics (age of firm, size of firm, industry etc.) are useful in segmenting organizational markets, we usually think of demographics in terms of attributes of individual consumers as shown in Exhibit 7.2.

Demographic Descriptors

Age- a period of human life measured by years from birth usually marked by a certain stage or degree of mental or physical development and involving legal responsibility and capacity. Example: under-2, 2-5, 6-11, 12-17, 18-24, 25-34, 35-49, 50-64, 65-over.

` Sex- male and female Household Life Cycle- young, single; newly married, no children; youngest child under 6; youngest child 6 or over; older couples with dependent children, older couples without dependent children; older couples retired; older, single. Income- under-$15,000, $15,000-$24,999, $25,000- $74,999, etc. Occupation- professional, manager, clerical, sales, supervisor, blue collar, homemaker, student, unemployed. Education- some high school, graduated high school, some college, graduated college. Events- birthdays, graduations, anniversaries, national, holidays, sporting events. Race and ethnic origin-
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