The marketing strategies used in this article clearly define demographic and psychographic market segmentation. Demographic segmentation consists of gender, age, income, family size, family life cycle, occupation, and education. The target market in this article consists of females, age 18-20, single, with no more education than high school. This matches most of the criteria for demographic segmentation. Psychographic segmentation consists of identifying certain lifestyles based on the consumer’s values, activities, interests, opinions, and demographics. This article conveys that these women are Strivers, which means they are unsure of self and need approval from others. This group also seems to be search of some type of relief from their current lives (relief seekers). All of this data provides an idea of this groups values as well its activities and interests. Which makes this targeted group so vulnerable to tobacco companies marketing efforts.
This market was selected because of its size and growth, and also probably because of this group’s lack of education. This group of females’ aged 18-20 are the only group of Americans whose rate of smoking continues to increase. The reason why this group’s rate continues to grow is... [continues]
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(1999, 10). Target Markets. StudyMode.com. Retrieved 10, 1999, from http://www.studymode.com/essays/Target-Markets-10053.html
"Target Markets" StudyMode.com. 10 1999. 10 1999 <http://www.studymode.com/essays/Target-Markets-10053.html>.
"Target Markets." StudyMode.com. 10, 1999. Accessed 10, 1999. http://www.studymode.com/essays/Target-Markets-10053.html.