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

Market Segmentation - Research Paper Example most important aspects of successfully promoting and advertising a product is the process of segmenting the market and ultimately choosing the target 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. According to the book entitled Principles of Marketing, market segmentation is defined as â€Å"dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes†(Kotler and Armstrong, 2010, p. 191). There are many different 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, this specific segment is known as a target market(Kotler and Armstrong, 2010). In looking at the weekly ad for Sears, it becomes clear that the company is seeking to reach a specific market. The front page of the ad states â€Å"Amazing back to school 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 known with younger crowds (Sears.com, 2011). The front page of this ad is trying to reach high school students who are about to go back to school and are likely going to buy new clothes. In presenting their advertisement, Sears has to compete 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 buying 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