Segmentation and Target Market Essay Example for Free

Segmentation and Target Market Essay The point of being in business is to provide a service or product to a particular consumer base and to produce a profit of the service or product given. In order to accomplish this, companies must be able provides its products and services to a particular type or group of consumer that calls for a the need of it. It takes care planning and research in order to produce something that your customer based will embrace and continue to come back for more. It takes, further, skill and effort to advertize your product and service to the right groups of consumers. Apple, Inc. is a prime company to take a look at in terms of the services and products that it provides to its customer base. Apple, Inc. can address the needs and wants of its entire customer base within a particular market segment. In todays business world, there may not be another company out there that is quite like Apple. Over the last two decades, Apple, Inc. has emerged as the premier, go-to, technology retailer for your all your tech needs. Apple offers a comprehensive portfolio to meets all of your entertainment and productivity needs. From the introduction of the Mac desktop computers to the creation of their I product line, which includes the iPod, iPad, iPhone and the new iWatch. Apple provides laptops, music streaming and cloud services along with audio equipment and printers. The company operates in a space where they can reach most individuals and their needs. Understanding market segmentation is what has along Apple to accomplish all it has. Market segmentation divides a market into well-defined slices. A market segment consists of a group of customers who share a similar set of needs and wants (Kotler Keller, 2011, p. 214). They have created easy to use products to help even the busiest student or business person throughout their work day. They have provided a means for the mom to keep her children entertained while out running errands. Apple has made family time better within home  video streaming options as well. Even big and small business have the ability to increase productivity and streamline their workflow with the software and products that are offered by the company. Apple has invested plenty of time and energy in understanding what the wants and needs are of its customer base. Based on the segmentation, there are other variables that a company, like Apple, must acknowledge and address. Demographic, geographic, psychographic, and behavioral segmentation are vital parts to a marketing program. In terms of demographics, it seems that product saturation is not an issue for Apple. According to an article posted on USA Todays website, entitled Half of U.S. homes own Apple products (2012), explains Apples reach across the United States in the title. To put that into perspective thats more than 55 million homes with at least one iPhone, iPad, iPod or Mac computer. And one-in-10 homes that arent currently in that group plan to join it in the next year (para. 1). The breakdown goes further stating that consumers tend to be male, college-educated, and younger (Half Of U.s. Homes Own Apple Products, 2012). It does not appear that money is an issue when it comes to those who own Apple products. Those on the higher end of the income scale own an average of about three Apple devices, compared with 0.6 for lower-income homes (Half Of U.S. Homes Own Apple Products, 2012). Outside of income, age does not appear to be a factor in those who own Apple products. Another statistic from the article shows that just as many Americans between ages 18 and 34 count themselves among Apple users, as those ages 35-to-49 (63 percent). The number drops to 50 percent when you get into the 50-to-64 age group, and down to just 26 percent among those 65 and older (Half Of U.S. Homes Own Apple Products, 2012). Parents are more likely to own Apple products than those without children. Sixty-one percent of households with children own Apple devices, compared with 48 percent of homes without kids (Half Of U.S. Homes Own Apple Products, 2012). Based off the numbers that were produced in 2012, it seems that Apple has everything working for them. With that many people invested in Apple products, their doors will continue to stay open. Apple has put an emphasis on the quality of their products to make them as easy to use as possible while helping to increase productivity and staying economically friendly.  Placing an emphasis on quality design and adapting to todays culture is another reason Apple, Inc. has been very successful. In todays society, the population has become more concerned about the environment than ever before. Issues of global warming, pollution reduction, and the polar ice cap melting are what drive the eco-conscientious consumer. Apple has a adopted an environmental responsibility for all of their products. As a global company that makes some of the most popular products in the world, we know we use a lot of energy and material, which in turn generates greenhouse gas emissions that contribute to climate change. Thats the part of the problem we can help solve (Environmental Responsibility, 2015). Being able to appeal to a growing, societal concerns makes a play on the human psyche. Apple showing concern for their impact on the environment allows them to reach that environmentally friendly consumer and bring them to their doors. That is one example of how playing to a particular thought process can be in your favor. Apple has, also, answered the growing demand for sleek looking products that can be easing carried around and still provide access to certain daily pleasantries. With todays on-the-go society, being able to access information, view videos, email, listen to music and otherwise stay connected is another way Apple has attacked the psychographic nature of product marketing. The company understands what is essential to its consumer base and will do what it needs to do to appeal to them. Another aspect that needs to be considered is a marketing program is behavioral characteristics. Apple deals with this on several fronts. The first way Apple deals with this is in the quality of its products. With an excellent product comes customers and revenue. A great product is not the only thing that is taken into consideration the marketing plan. A company must take into account what the consumer expects to receive from the company and in exchange for those expectations being met, consumers reward the company with their loyalty. Outside of product quality and appropriately addressing the needs of all its consumer based. Apple has adopted a quality approach in how its retail employees treat those customers in their store locations. They have created an a 5-step process for the customer experience. (A)pproach, (P)robe, (P)resent, (L)isten, (E)nd. Approach customers with a personalized, warm welcome. Probe politely to understand  the customers needs (ask closed and open-ended questions). Present a solution for the customer to take home today. Listen for and resolve any issues or concerns. End with a fond farewell and an invitation to return (Apples Secret Employee Training Manual Reinvents Customer Service In Seven Ways, n.d.). According to By The Numbers: Iphone Vs. Andriod (n.d.), in an infographic provided, it showed device upgrade trends reveal that 76% of Apple customers upgrade for one iPhone to the next (Brand Retention). Creating an excellent environment for the customer is one way to meet expectations and build brand loyalty. The reason we. see customers flock to stores every fall in bigger and bigger crowds for the latest iPhone model is due to the loyalty that Apples consumer base has for their products. What company in the world can create a mass movement that way Apple does across national retailers and those that shop there? There is none. One last factor that goes into a marketing plan is the ability to reach your intended target regardless of their location in the world. Apple, Inc. is not just a United States company. The company has grown into a global presence. An organization or company must be able to meet the demand for its consumer base where their customers are located to achieve the best results possible. Apple as a presence in 16 major countries around the world including the United States, Canada, United Kingdom, China, France, Italy, and Japan to name a few. In a press release drafted by the company, it stated that by the end of 2014, the new iPhone 6 and 6+ would be available for sale in 115 countries worldwide. The Statistic Portal created a graph showing the growth and expansion of Apple and their retail store locations. According to The Statistic Portal, Apple increased its retail store locations from 116 in 2005 to 437 in 2014. This shows the growth and willingness to reach as many customers as possible who can all benefit from the use of Apple products or to have place to go to continue to purchase Apple products. This year Apple became the first U.S. company in history to be worth $700 billion. Understanding the market that you are in and how to best service your consumer base is a surefire way to ensure success in marketing your products. This is what Apple as vowed to do and continues to demonstrate that with the incredible productivity level that they are producing with the help of their strong consumer base. There does not look to be an end in sight for the mega company. Marketing is a fundamental  element to their success, but it is not limited to the marketing of their products in terms of getting the word out to the population. It is an essential element when it comes to understanding the marketplace, its consumers, and their wants and needs. With that under control, everything else becomes simple and sweet. Like an apple. References Apple, Inc.. (n.d.). First Weekend iPhone Sales Top 10 Million, Set New Record. Retrieved from http://www.apple.com/pr/library/2014/09/22First-Weekend-iPhone-Sales-Top-10-Million-Set-New-Record.html Apples Secret Employee Training Manual Reinvents Customer Service in Seven Ways. (n.d.). Retrieved from http://www.forbes.com/sites/carminegallo/2012/08/30/apples-secret-employee-training-manual-reinvents-customer-service-in-seven-ways/ By the Numbers: iPhone vs. Andriod. (n.d.). Retrieved from https://www.yahoo.com/tech/by-the-numbers-iphone-vs-android-97842025474.html Environmental Responsibility. (2015). Retrieved from http://www.apple.com/environment/ Half of U.S. homes own Apple Products. (2012). Retrieved from http://usatoday30.usatoday.com/tech/news/story/2012-03-28/cnbc-survey-apple-products-us-homes/53827254/1 Kotler, P., Keller, K. L. (2011). Marketing Management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. The Statistics Portal. (n.). Number of Apple Stores World wide from 2005-2014. Retrieved from http://www.statista.com/statistics/273480/number-of-apple-stores-worldwide-since-2005/

Preparing For A Tropical Cruise Vacation :: Process Essays

Vacationing to certain tropical destinations might require more than what you think. After making reservations for the Cruise accommodations and flight arrangements you would think the tough part is over. I personally had no idea that going to the Bahamas would require more than valid state identification. I soon realized that I not only had to prepare for my financial needs, wardrobe attire, but also have proper documentation to go on the Cruise. First, you must figure out how much money or what type of credit cards or money can be used at the ports and on the ship. Although your room and board, meals and drinks are paid for you will need money for optional services and shopping. You can do this by contacting the Cruise Line or the Consulate of the ports you will be visiting. By being financially prepared you will be conscious of your spending ability for your trip. However, you might want to take a little extra money for the unexpected or the deal you might not be able to resist. Next, deciding what your wardrobe will consist of is very important. You will need to pack all your essentials and then some. Start off with the basics, T’s, shorts and comfortable shoes for daily walks and sight seeing, you must pack swimwear if you plan on sunbathing or going swimming. Exercise attire if you intend to work out. Since most Cruises have formal dinning rooms, you will want to pack after five or formal attire for the fine dining experience. If you will be doing other activities such as snorkeling you will want to pack appropriately for your excursion. Packing essential attire will leave you with more time to enjoy your trip and not have to worry about shopping and spending extra money on your vacation. Finally, while making reservations and flight arrangements you will want to ask for the proper documentation needed for trip. You will want to confirm that the information your Agent has given you is correct by contacting the appropriate consulate for your destinations.

A Short History and Summary of the Current Conditions in Chile and Its Geographical Situation Essay

Chile is a country situated on the west coast of South America. It is also known as The Republic of Chile. The size of Chile is 289,112 square miles with a width of less than 100 miles. It is basically a little larger than Texas. Chile is divided into three main parts, mainland and two territorial islands named Isla Sala y Gomez and Easter. Chile has an interesting history and it has seen many ups and downs in its economic development (Hudson, 1994). A description of the history of the 20th century of Chile and its current economic and political situation is presented below. The history of the 20th century of Chile is mainly focused on its entrance to the parliamentary system and thus it saw the changes in its political situation. In the beginning of the 20th century, Chile was stable despite of having lesser power in the hands of presidents. During this time, congress selected the president for the country. The presidents of this century mainly includes: German Riesco Errazuriz, Pedro Montt, Ramon Barros Luco, and Juan Luis Sanfuentes. During the 1920’s, there was an increasing gap between the middle class and lower class of society (Bizzarro, 1987). Due to this gap, the masses were dissatisfied and they called a new leader, Arturo Alessandri Palma, who brought the system of election for the selection of president. He brought other changes as well such as compulsory primary education and separation between the church and state. After a few months’ service of Alessandri, Carlos Ibanez came into power and promoted public works and industry; however, he is known as a military dictator. Electoral Democracy was there during the years of 1931 to 1971 in Chile. After a period of uncertainty in Chile, Alessandri came into power again. Alessandri ruled Chile almost like a dictator and restored the power of Constitution of 1925. Considering the presidency elections of 1958, it is found that there were three candidates and all were from different types of people. They were conservative, Christian Democrat, and Socialist (Zanartu, & Kennedy, 1969). Jorge Alessandri Rodriguez won the election of 1858 and maintained a stable situation in Chile. Alessandri was sensible and with his ability to maintain the economic and political situation, he put a halt to the inflation in Chile; thus, contributed in the economic development of the nation. In 1964, Frei defeated Allende again. Frei was a Christian Democrat and took control over the copper industry of Chile. In the next elections, Allende came into power with his socialist view. Allende was the first elected Marxist in Chile. Allende brought new policies and changed the existing policies; such as, he finished the nationalization of the copper firms of the United States, nationalized banks, and sped up land distribution in the country. Some leaders in Chile were against the socialists programs of Allende. In 1973, with the help of the U.  S. , a military coup ousted Allende (after which he committed suicide). After Allende, Pinochet ruled untill 1990. He was mainly focused on privatization and returned the banks, factories and lands to the private owners, and put strict economic and social condition on the people of Chile (Weil, 1969). Overall, it can be said that Chile saw many different leaders in the history of the 20th century and developed in many directions. Current economic and political situation of Chile is described below in the paper. The Economic Situation During the 1970’s Chile saw the economic growth, but in the next decade it experienced recession. Pinochet was the president of Chile and he put some strict economic conditions on Chileans. Looking at the current economic condition of Chile, it can be said that it is a growing and prosperous economy. The government of Chile has a played an important role in the economic development of Chile. Peso is the official currency of the country. The government has intervened many times in the financial market of Chile to control the economic situation of the nation and promoted the social spending (Loveman, 1988). According to the current economic condition, the total GDP of Chile is U. S. $ 268. 3 billion and its GDP growth is 5%. Inflation in the country is 4 to 5% and its main industries include copper, iron, lithium, fish processing, foodstuffs, wood and woods products, cement, textile, etc. (Thomas White International, 2013). It is already discussed above that culture and history of Chile has affected the economic development of the country many times and its reflection can be seen in the economic system of Chile. Chile has seen both growth and recession (with the different economic treatments of its presidents) It is currently able to manage a decrease in the foreign debt and open for the foreign investment. The Current Political Situation The current political system of Chile is also stable. It is nation with multiparty. The country has three branches of executive, legislative, and judiciary. The cxecutive branch selects the president for the country and the legislative branch has two houses named Chamber of Deputies and Senate. The Supreme Court and other lower courts come under the judiciary system. There are many political parties involved in the Chilean Government and they are trying to maintain the social and economic condition of the country (Kelleher & Klein, 2011). Analysis and Conclusions Concluding the paper it can be said that Chile has now become an important part of the global economy with its growing industries. Due to many changes in its political atmosphere in the 20th century, Chile faced many challenges in its economic development as it saw growth as well as recession. In 1990, the democratic government was again brought into Chile. A Christian democrat Eduardo Frei won the election in 1993. Currently, the condition of Chile is stable. Chile is facing some challenges in its development of having some problems between the military and the government. Also, there is a belief in the people of Chile that the income inequality is getting worse. Apart from the economic problems, the people of Chile are facing the problems of natural disaster. A devastating earthquake has affected the economic condition of Chilean. The newly elected president of Chile, Sebastian Pinera, is trying to control the challenges that the country is facing (Cynthia & Crabtree, 2010).

Arthur Millers Death of a Salesman is A Modern Tragedy...

Arthur Millers Death of a Salesman is A Modern Tragedy In the fourth century B.C., Aristotle set forth his description of dramatic tragedy, and for centuries after, tragedy continued to be defined by his basic observations. It was not until the modern age that playwrights began to deviate somewhat from the basic tenets of Aristotelian tragedy and, in doing so, began to create plays more recognizable to the common people and, thereby, less traditional. Even so, upon examination, the basic plot structure of some modern tragedies actually differs very little from that of the ancient classics. In spite of its modernity, Arthur Millers great twentieth-century tragedy, Death of a Salesman, can be successfully compared to†¦show more content†¦It is this tragic flaw that causes the heros downfall. Willy Lomans tragic flaw is certainly bound by his pride, a pride that will not allow him to recognize that he is not the salesman he has always dreamed of being. As a result, he becomes further and further detached from reality, believing mor e in his dreams than in reality. When Linda tries to get Willy to slow down his travels and work in New York, he tells her, Im the New England man. Im vital in New England (1.1347). Yet, Willy has just returned from another unsuccessful New England sales trip. His pride will also not allow him to recognize that he is no longer respected by his sons, nor have they achieved the great successes he has dreamed of for them. When Biff, Willys older son, momentarily falls for his brothers sporting goods business scheme, Willy tells them, I see great things for you kids, I think your troubles are over. But remember, start big and youll end big (1.1379). The Aristotelian hero eventually recognizes the dark truth to his life. With this recognition comes, both for the hero and the audience, further recognition that the downfall has resulted from acts for which he is responsible. After all, the hero is capable of making choices. Willy, too, is capable of making choices, but as Biff states in the Requiem, He had the wrong dreams. All, all wrong (2.1425). As Willy seems to slip further and further from reality towardShow MoreRelatedWilly Loman, the Modern Hero in Arthur Millers Death of a Salesman1739 Words   |  7 Pages In Arthur Miller’s essay â€Å"Tragedy and the Common Man†, a picture is painted of a â€Å"flaw-full† man, known as the modern hero of tragedies. Miller describes what characteristics the modern tragic hero possesses and how he differs from the heroes depicted by classic Greek playwrights such as Sophocles and Aristotle. In order to understand how drastically the modern hero has evolved, one must first understand the basic characteristics that the heroes created by Sophocles and Aristotle encompass. 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