Marker segmentation in starbuck Free Essay, Term Paper and Book Report
Market segmentation is defined as the process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix (Schiffman, Bednall, Cowley, O'Cass, Watson and Kanuk, 2001). Different companies have different abilities that enable them to serve their target market better, which is why some companies choose to focus much of their attention to specific segments. Starbucks primarily chooses to focus on the demographics, psychographics and lifestyle of their customers. It is with the information gathered regarding these segments that Starbucks can better serve its customers.
Demographics are things such as age, sex, marital status, education, occupation and income. Starbucks targets both males and females, mainly 18-30 year olds, but really does cater for everybody's needs. And because young children don't usually drink coffee, Starbucks offers a range of non-coffee beverages to cater for the whole family. Hanging out in Starbucks gives the impression of being very with it and most o......
Word Count: 1352
Page Count: 5.4 (250 words a page / double spaced)
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