Segmentation

Marketers break up the market into groups by analyzing customer characteristics and preferences. These target groups create a more concise and clear objective for the graphic designers as they conceptualize what needs to be visually communicated. In chapter 7 of Marketing: Real People, Real Choices, there is an excellent example of how sneakers were at one time split into two categories of “ athletes and non-athletes” (Marshall 199). Today, it is split it to many different types of shoes designed for specific athletic activities. This makes the graphic designers job much more focus as in this example a designer may be working on visual communication for a basketball shoe verses a walking shoe or tennis shoe. The graphics, appeal, design, and message will be directly targeted toward the basketball market verses a more shot gun approach of targeting athletes in general.


Works Cited:
Marshall, Greg W., and Elnora W. Stuart. "Sharpen the Focus:." Marketing Real People Choices. By Michael R. Solomon. 3rd ed. Upper Saddle River: Prentis Hall, NJ. 199-209. Print.


Resources:
AIO Lecture
Marketing: Real People, Real Choices