Market Segmentation Research Paper Example | Topics and Well Written Essays - 500 words

Market Segmentation - Research Paper eventmost important aspects of successfully promoting and advertising a product is the process of segmenting the market and ultimately choosing the come out market that the product will be primarily sold to. The outcome of this research can be studied and analyzed in common public advertisements such as the online weekly ad for Sears. jibe to the book entitled Principles of Marketing, market segmentation is defined as dividing a market into smaller groups of buyers with searching needs, characteristics, or behaviors that might require separate marketing strategies or mixes(Kotler and Armstrong, 2010, p. 191). There are many divergent ways to segment a market including geographically, demographically, psychographically, and behaviorally (Kotler and Armstrong, 2010, p. 193). Once the marketers have determined the different segments, they will typically choose a specific segment that they believe will be attracted to their product. Ultimately, th is specific segment is cognize as a target market(Kotler and Armstrong, 2010).In looking at the weekly ad for Sears, it becomes clear that the corporation is seeking to reach a specific market. The front page of the ad states Amazing back to domesticate looks for Juniors(Sears.com, 2011). In conjunction with these words, the ad features Audrina Patridge who is a young reality star who tends to be well cognize with younger crowds (Sears.com, 2011). The front page of this ad is trying to reach last school students who are well-nigh to go back to school and are likely going to buy new clothes.In presenting their advertisement, Sears has to struggle against the many other clothing stores that are trying to reach the same market of young high school kids. At the same time, the store must try to reach the parents of these kids who typically are purchasing the clothes for their kids. In studying this ad, it would appear that this ad would be successful in reaching their audience. In gearing toward the parents, the ad includes a coupon