|Market segment is defined as a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needsi. In the clip, it is established that the characters depicted are a part of a high school; they are approximately the same age (age segmentation) and belong to the same geographic region (geographic segmentation). Further we can divide them on the basis of sex, which is gender segmentation. Another way of dividing them is on the basis of their personality, motives and lifestyles, which is also known as psychographic segmentation.
There are four characters in the clip, two boys and two girls. According to their taste and preferences, interests and sex we can create strategies to provide them with satisfying products. In this case a company or an organization can design, target and maintain a marketing mix that is intended to meet the needs of the group, resulting in mutually satisfying exchange.ii This is where it is important to understand and evaluate different market segments. A product that maybe attractive to one of the characters, may not be as attractive to another.
Market segments play an essential role in indentifying and narrowing the needs of the consumer. This helps the producers in tailoring marketing mix that meets the specific need of one or more segments. In the clip, we saw that each of the characters had a different preference for meals. While, one liked traditional peanut butter and jelly sandwiches, the other preferred sushi. This is just one example of how we can identify their needs and help an organization that produces or caters meals, to target their potential consumers.
i “Essentials of Marketing”, 207
ii “Essentials of Marketing”, 220...
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If you have to deal with other people, you will, sooner or later, have to deal with conflict. Conflict is not inherently bad. Since no two people view the world exactly the same way, disagreement is quite normal. In fact, conflict simply stems from differing viewpoints. In many cases conflict occurs when individuals or groups are not obtaining what they need or want and are seeking their own self-interest. Sometimes the individual is not aware of the need and unconsciously starts to act out. Other times, the individual is very aware of what he or she wants and actively works at achieving the goal. However, the outcome and the value of the result depend on the way conflicts are perceived and managed.
Regardless of the type of conflict, AUL expects from each employee to take responsibility for their own actions and emotions, and to work out differences they may have with fellow team members. The employee's ability to handle conflicts positively impacts personal development and an individual's readiness for promotion. Confronting conflicts and dealing with them in a positive way is beneficial for the organization. On the other hand, if it is handled destructively, the consequences can be very damaging for the individuals involved and for the company...
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