Ch.8 Segmenting and Targeting Markets

Market Segmenting is the process of pin pointing a certain group of people most likely to purchase a product. Common Methods of Segmenting include demographic variables like race, sex, age, income, occupation, education and household status. Nike typically targets Atheletes Men, Woman, Children, Old and Young. Nike Shoxs are typically for people 40+ who Have Knee Problems . Nike targets people who appriciate high quality sporting goods. Nike focuses on creating premiun consumer experiences on product innovation, brand leadership, and elevated retail presence. Nike targets these consumers by agreements between nike and sports teams, celebrity athletes and college athletic teams for product sponsorships and eventual promotion to the members of these teams. Millions of People watch sports and notice their sponsors sneakers and uniform which all have either the famous "just do it" logo or the NIKE Swoosh .