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    Market segmentation in current marketing

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    How are companies today using the concept of market segmentation? What are the ways companies are segmenting markets? Please give at least two brand-specific examples. Do you think they will change any of these methods over the next several years? Why?

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    Solution Preview

    I can give you an outline of my observations.

    I am seeing more of an age and interests based segmentation, especially in television advertising. Internet advertising is always more specific because they usually are based on keywords within the site people are looking at.

    Soft drinks, beer, snacks are segmented into the programming of events or directed to the audience that is most likely to be watch a specific program. In one night I watched the same company advertise within three different programs and program ...

    Solution Summary

    A discussion on the observers view of the types of segmentation being used today and the specific use by several industries.