1. Introduction to Business & Marketing
Market Segmentation
Introduction to Business & Marketing

2. Target Market Specific group who have similar wants and needs
Goal is to convert consumers into customers.
Purpose of marketing to
connect businesses with
their customers

3. Target Market
The target market for the Briar Woods School Store is high school students, parents, teachers, and Falcon fans.

4. Target Market Nordstrom Sears Offers high-end brands of fashion items
Ralph Lauren, Louis Vuitton, Gucci
More affluent year-olds
Sears
Overwhelming selection of products
Adult homeowners
Bargain/discount shoppers who want reliable quality

5. Think About It! What questions help to identify a target market?
Think like a marketer…what do you need to know about your customers or potential customers?
How do businesses collect this kind of information?

6. Stand Up! Push in your chair Leave your notes where they are
Listen for instructions 

7. Move to the …
FRONT
BACK
You consider yourself to have more traditional tastes.
You know what you like, and you tend to stick with it!
You consider yourself to have trendier tastes.
You like change, and you look for a fun or modern appeal.

8. Move to the … You are a relatively health-conscious eater.
LEFT
RIGHT
You are a relatively health-conscious eater.
You prefer to eat whatever tastes good.

9. What’s your cereal? Cheerios Special K Raisin Bran Total
Frosted Flakes Rice Krispies Froot Loops Mini Wheats
Kashi Honey Bunches Life Organic Cereals
Lucky Charms Cookie Crisp Cap’n Crunch Cinnamon Toast Crunch

10. Back to Center!
Move back toward the center of the room, and wait for instructions.

11. Move to the …
FRONT
BACK
You tend to enjoy entertainment, such as going to the movies or shopping.
You tend to enjoy sports and / or outdoor activities.

12. Move to the … You like warm weather. You enjoy cold weather. LEFT
RIGHT
You like warm weather.
You enjoy cold weather.

13. Where Would You Vacation?
Florida
Las Vegas, Nevada
California Cities
Washington, D.C.
New York
Chicago, Illinois
Texas
California Mountains
Colorado
Maine

14. Market Segmentation Dividing the total market
smaller groups with shared needs and characteristics

15. Demographics
Statistics that objectively describe a population in terms of personal characteristics
Age
Race
Gender
Income

16. Demographics Demographics for The Briar Woods School Store: Age: 14-18
Race: all races
Gender: male & female
Income level: middle income

17. Geographics Based on where people live, travel or shop Location
Climate
City or Community Size
Local or Regional
National or Global

18. Geographics Geographics for The Ashburn Ice House
Local hockey teams & fans
Regional hockey teams

19. Psychographics
Based on social & psychological characteristics (WHY we buy)
Attitudes
Values
Interests
Opinions
Lifestyles

20. Psychographics My psychographics: Attitude: positive outlook on life
Values: honesty, hard-work, family
Lifestyle: budget-conscious, lives 15-miles from family, full-time employee

21. Review
Product
Consumer
Customer
Target Market
Market Segmentation