Different Marketing Strategies Used to Sell Laptops to Different Market Segements

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Recommended: Target market and market segmentation

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Source: MacBook Pro Advertisement-Refreshed MacBook Pro Lineup Lealod 2. www.news.softpedia.com

In geographic segmentation, the MacBook Pro can be used in all types of conditions and makes the consumers to purchase it through the consumers’ needs. For example, MacBook Pro is designed to adopt in tropical, cold and warm regions of the world (Lamb, Hair, and McDaniel 2014, 129). In demographic segmentation, Generation Y and Millennial are the group of people that always buy new products. For example, both groups of consumers are mostly consisted of teens and young adults and they like to purchase the new products due to their lifestyle changes and purchasing choices. Majority of the MacBook users are working and young adults due to its level of purchasing power. In psychographic segmentation, a consumer that uses a MacBook Pro will be regarded as an upper class group of people. Some consumers use MacBook Pro to show off especially among the Generation Y groups to prove that they have the same products as others. Consumers use MacBook Pro to suit the living lifestyles in a specific residential area. For example, consumers use MacBook Pro because of the upper class type of neighbourhood. The target markets for the MacBook Pro are based on the age, income, personality and geodemographics of the teens, young adults and working adults.

Attribute, price and quality, use or application and competitor are main bases for the MacBook Pro. Apple used its attribute for this advertisement to promote new features that are not being featured in the older products. The price of the MacBook Pro is expensive but the quality of it is decent. For example, Apple usually set the price of its products at ...

... middle of paper ...

...odification to invent the new touchpad screen to compete with other laptop companies (Crompton 1983, 10). Acer uses the style modification to design and create a new slim and lightweight structure for students that carry many books during lecture and tutorial classes.

References List

Crompton L.J. 1983. “Selecting Target Markets: A Key To Effective Marketing”. Journal Of Park And Recreation. Administrator 1. 7-26.

Dickson R. Peter and Ginter L. James. 1987. “Market Segmentation, Product Differentiation, and Marketing Strategy”. The Journal Of Marketing. 1-10.

Kotler, Philip. 2011. “Reinventing Marketing To Manage The Environment Imperative”. Journal Of Marketing. 75(4), 132-135.

Lamb W. Charles, F. Hair, Jr. Joseph and McDaniel Craig. 2014. The Principles Of Marketing. 7th ed. Mason, OH: South-Western.

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