Marketing problem.....Urgent ! Can somebody help me please?

Write one or more paragraphs to explain the market segmentation by using this example of a British painter. Here's the information. The experience of a paint manufacturer in England illutrates the strategy planning process---and how strategic decisions help decide how the plan is carried out. First, this paint manufacturer's marketing manager interviewed many potential customers and studies their needs for the products he could offer, By combining several kinds of customer needs and some available demographic data, he came up with the view of the market. In the following description of these markets, note that useful marketing mixes come to mind immediately. There turned out to be a large market for 'general-purpose paint' products, The manufacturer didn't consider this market--because he didn't want to compete with the many companies already in this market. The other four markets are called Helpless Homemaker, Handy Helper, Crafty Craftman, and Cost-Conscious Couple. The Helpless Homemaker--the manufacturer found--really didn't know much about home painting or specific products, This customers bedded a helpful paint retailer who could supply not only paint and pther supplies--but also much advice, And the retailer who sold the paint would want it to be of fairly good quality--so that the homemaker would be satisfied with the results. The Handy Helper was a jack-of-all trades who knew a lot about paint and painting. He wanted a good-quality product and liked to buy from and old-fashioned hardware store or lumber yard--which usually sells mainly to men. The Crafty Craftman had similiar needs. But these older men didn't want to buy paint at all. They wanted pigments, oils, and other things to mix their own paint. Finally, the Cost-Conscious Couple was young, had low income, and lived in an apartment. In England, an apartment renter must paint the apartment during the course of the lease. This is an important factor for some tenants as they choose their paint. If you were a young apartment renter with limited income, what sort of paint would you want ? Some couples in England---the manufacturer found---didn't want very good paint ! In fact, something not much better than whitewash would do fine. The paint manufacturer decided to cater Cost-Conscious Couple with a marketing mix flowing from the description of that market. That is, knowing what he did about them, he offered a low-quality paint (Product), made it conveniently available in lower-income neighborhoods (Place), aimed his price-oriented ads at these areas (Promotion), and of course, offered an attractive low price (Price0. The manufacturer has been extremely successful with this strategy---giving his customers what really want---even though the pruduct is of low quality. This is the information......Help me to explain market segmentation by using this British painter's case.....Please.....Urgent !!!....Thanks !!!! >.< If you are professional in marketing, please add my msn and be my good friend : I have marketing course in school, it will be great if somebody can help me and become my friend......please....>.<~

Asked By: PrettyYoungThingCarmen - 10/1/2009
Best Answer - Chosen by Asker
You can segment a market based on demographics, geographics, psycographics and behavioristics. Demographics is the most practical, and the most common done by people who don't want to dig deeper (managers who think they know marketing). Demo includes age, income, job, sex, kids?, stuff like that. Geo is simply... More
Answered By: CreativeCapitalAdvertising Tampa - 10/1/2009
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