Segmenting and Targeting Markets

Apple is a company who doesn't target a specific market, instead it tries to target as much people as they can regardless of there differences through market segmentation using segmentation bases also known as variables. Apple uses a couple variables which is referred to as multiple-variable segmentation. Three of there main segmentations include Geographic, Demographic and Physchographic segmentation.

Because Apple is a global company, it uses Geographic segmentation to reach out to people from not only the U.S. but to other countries as well and the regions located within these countries. Also, people from other countries may speak different languages, so to appeal to these people Apple supports 32 different languages in most of there products such as the Mac. A prime example of how Apple appeals to people who speak different languages is Siri, which is an intelligent personal assistant that is capable of interacting with the user in 8 different languages.

The U.S. is full of diversity and through Demographic Segmentation, Apple is able to appeal to people based on there age, gender, income, enthic background and family life cycle. For most of there marketing, Apple tries to include as many factors as possible instead of choosing one specific factor such as ethnic background. They choose to do this because they want there products to be available to everyone.

Also, with diversity comes different personalities, motives, and lifestyles, in which Psychographic segmentation comes into play. Because most Apple products are versatile, they are able to conform to people based on there interests.

A perfect example of what I just talked about that includes all three Geographic, Demographic, and Physchographic segmentation which is referred to as Geodemographics according to book, is the video below.