Market Segmentation (Coursework Sample)

Segmentation involves classifying a large group of customers based on their interests and desires. Sexual segmentation is based on the sexual orientation of the customers. Close examination of the consumption trends in the markets based on sexual orientation presents marketers with data supporting the necessity of market stratification. These include; easing response to the needs of the particular market niche as efficiently possible as pointed out by Suzanne Walters (Walters, 2004; 34-35). Therefore marketers who deal in products with gender based selling points have to undertake this type of segmentation mainly because, same sex oriented customers are coming out and they will almost certainly want to define their desires in the market. One organisation that has responded to this niche market is the zebraz departmental store. Boasting of a Victoria secret marketing model it goes to show how effective segmentation by Sexual orientation has been.
While target marketing is intensively focused, its performance is highly dependent on correct market research data and its interpretation. The marketing team therefore has ...