I need a reply to this discussion. Finch (2012) introduces the different levels

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I need a reply to this discussion.

Finch (2012) introduces the different levels of market segmentation which include mass marketing, segmentation marketing, niche marketing and customized marketing. Mass Marketing is the maximum exposure of product advertising to a larger number of consumers at a faster speed. Segment Marketing, is a segment of consumer or specific group targeted. Niche Marketing, is to advertise a specific product to a specific market. Customized marketing is where a single customer is treated as a market segment.

A personal computers is almost a necessity these days. Personal computers are used by both Gen Y and baby boomer generations. Personal computer makers need to market for both generations. There is a huge gap between these generations. Wilson (2007) states Gen Y as “who are also commonly referred to as millennials, agree on birth date in between 1982 to 2000 range” ( p. 35). They are very much brand aware, digitally savvy, constantly share opinions, and mobile phone is their life line (Wilson, 2007). Whereas baby boomers are of age 50 to 70 years old. They mostly rely on one to one interaction. Gen Y would like to buy their computer online, order it according to their specifications or needs. Baby boomers may want to purchase a pre-configured computer as they are not aware of the options.

Personal computer makers, need to establish online presences as well as retail store presences. Customer service need to be done through digitally as well as going to a store or calling a physical person online. They also need to sell customizable products as well as grab and go products.

Apple computers has a strategy to market for both Gen Y and baby boomer. They have made their product so simple, that a baby boomer can use, and also it is very customizable and powerful machine that may be needed for Gen Y. Baby boomers can purchase i-pad to read books, and check emails. Gen Y segmentation, who have more need for power computers can buy their Apple computers to develop animations and other heavy duty programing activities. Another market which uses Apple’s i-pad is the education sector. Peter King, director of tablets at Strategy Analytics said in a statement that "Demand for tablets among consumer, business and education users remains strong “ (qtd in Eddy, 2013, para. 4).

References                                                                                                          

Eddy, N. (2013). Apple, Android Lead Worldwide Tablet Market: Strategy Analytics. Eweek, 2.

Wilson, M. (2007). Defining Gen Y: For retailers, this generation is a wake-up call. Chain Store Age, (3). 35

Explanation / Answer

The strategy to use market segmentation is worth much then a company thinks can think of. Specially, the companies dealing in consumer products such as Personal computer must take care of the needs of market segments.

They can effectively use “Demographic segmentation” which divides the population on the basis of age, income and occupation. This creates niche corner for each of the generations. One must not forget that even the Baby boomers don’t know anything about PC’s they carry greatest potential.

Additionally, they can use promotions and advertising. Advertising products in a specific way can add value to the products. Audience can relate this to themselves and thus can enhance selling. Further persuasive nature of advertising allows repetitive conveying of message again and again, which further makes it possible to remember the product.

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