[Marketing topic: Selling consumer product, market segmentation and the effect of new technology]

By

ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

EXECUTIVE SUMMARY1

CHAPTER 12

Background2

Aims and Objectives2

CHAPTER 23

LITERATURE REVIEW, ANALYSIS AND DISCUSSION3

Points to consider in analyzing market10

The product11

Mark11

SERVICE AND WARRANTY11

PRODUCT PRICES11

Place12

Promotion12

Types of market analysis12

Acceptability Estate12

Motivational studies13

Imaging studies13

Tracking studies13

Dynamic Panel14

Market segmentation studies14

Campaign Evaluation14

Stages in the process of market analysis15

CHAPTER 3: METHODOLOGY28

Research Design28

Literature Search28

CHAPTER 429

CONCLUSIONS29

RECOMMENDATIONS35

REFLECTIVE REPORT39

Introduction39

Recollection of experiences39

Personal feelings and learning from the experience40

Group dynamics and learning from the experience42

Lessons for future projects43

Conclusion44

REFERENCES48

EXECUTIVE SUMMARY

The study focuses on the market segmentation in relation to the technology. Market segmentation is the operation which "fragmented" the market into groups whose members share common characteristics and hence, needs, homogeneous. Segmentation by age (infants, children, adults, seniors, elderly), the geographic (by country, region), and sex are the most popular segmentation, and traditional. And they are still valid. For example, if you are an exporter of clothing, menswear sell can define (for adults) in the United Kingdom. However, today many UK companies are only using these segmentations "classic." For example, many UK companies in the sector of new technologies, coupled with targeting by age segmentation behavior towards technology (geeks, newbie's, reluctant to technology) to reach specific segments defined as "adult technophiles" (adults that are pending technology.) Regarding the targeting criteria, there are no rules. There are many different criteria to segment markets. Some UK companies segment their markets according to the benefits sought in the product (price, product key benefit, ease of use), the frequency of use, conditions of purchase (period balances, credit card, online), the psychographic (lifestyle, values, personality), etc. Market segmentation takes into account these differences. Today, it is possible that each of the zappers (and what constitutes a market segment), the trans- micro segments formed in a market. The objective of this paper is to address the inductively role of new technologies to identify consumers, how micro segments are transformed into market, what are the tools used das for this purpose and how they work.

CHAPTER 1

Background

The total market, heterogeneous, consumer product, is divided into several segments, each of which tends to be uniform in all respects. The management selects one to love such as the target market segments and each segment is developing a separate marketing mix which means determining demand multiple calendars, one for each market segment. Usually, different customer groups have different needs and expect different things from their products, demand is heterogeneous. The aim is to understand what they need and expect customers of the product. Customers who need to get different things from the same product are called market segmentation. A target market is the specific group of customers which the company is directed. Each of the target segments can be formed only by a single customer or may be so large that represents the whole ...