Market Segment

"A company must identify the parts of the market that it can serve best and most profitably. It must design customer-driven marketing strategies that build the right relationships with the right customers." I've divided the total market up by source of income. The first group is retail, second group is hospitality, the third is entertainment and the fourth is service. By taking the entertainment as my target, I've divided that group into smaller segments by benefits sought. Women who have already achieved status, women who work as an entertainer only for money and women working to achieve status. I know that the women that have only one obligation can afford to make time to work out and have people cook for them. They are not my target consumer. The next groups of women are those who work in the entertainment industry as means of money and nothing else. They don't value their craft and don't worry about maintaining a certain image and they are also not my target consumer. The last group is my target consumer because they are the women that love their job as an entertainer and want to perform and look to best of their ability. They don't mind paying extra for a quality product if it will make things easier.

Quote 11/ Chapter 6
Pg 167: Market Segment
(Philip Kotler, Marketing, An Introduction)