RD Paper #1

Sydney Ensor
16224068
Dr. Kim
University of Missouri
 RD Paper #1

After reading “The Importance of Market Segmentation as a Marketing Strategy in

2019”, I learned more in depth about segmenting the market in today's world. The article started

off by giving background information about marketing segmentation such as the definition and

how to segment the market based on Geographic, Demographic, Behavioral, and Psychographic

segmentation variables. It then went on to describe the Segmentation, Targeting and Positioning

(STP) approach and tips on how to do it successfully. What I found most valuable from this

article was the next section giving tips on how to segment the market in 2019. They wrapped up

the article with a conclusion on the importance of marketing segmentation.

Overall, I think the content of the article was pretty basic and didn’t go very much into

depth about segmentation. I did like how the article used several graphics and charts and was set

up in a way that was easy and enjoyable to read. The first part of the article that included the

definition included several examples of segmentation with shampoo and fast food chains that I

felt were similar to examples given in the topic presentation in class. These were great examples

on how even our basic, everyday items are using segmentation strategies.

The next part of the article was breaking down the market segment types such as

Demographic, Behavioral, Geographic, and Psychological. The topic presentation and class

slides were a lot more in depth and gave more examples but this was useful information for

people who don’t know a lot about segmentation. The next part was about the STP Approach and

the importance of “marketing and industry research”, the “basis you will be dividing the market”,

“conducting online and offline research about the statistical distribution of your target

demographic” and “establishing a customer base”. I found that this was explained a lot better in

class and in the book and it didn’t go into a lot of detail.

 The section that I found most valuable was tips on how to segment the market in 2019.

The article talked about how “being dynamic with trends and market needs” is “especially

important when the segments are based on behavioral and psychological tendencies”. This is

helpful in today’s world because of how much the internet and social media can influence our

behaviors and thinking, so being able to adapt to change in your segment is crucial. The next tip

was how you have to “make sure your data is measurable and comparable”. I found this to be

relevant today because of how we are always on the go and moving and changing, it is important

that you can compare each specific segment and compare data as sometimes you might need to

group two segments together into one.

The tips continued to “be realistic about your marketing approaches toward each

customer base” which I find to be an important tip when segmenting today. We live in a very

diverse world and throwing in all of the technology we have today, it can be overwhelming and

difficult to try to break down the market into segments. The last tip given in this article was to

“group similar segments together” which sounds like a pretty obvious thing to do, but becoming

too specific in your segments will give an overwhelming amount of segments and will be too

difficult to manage.

In conclusion, I found this article to be a bit broad and simple but also embedded was a

lot of new information that I learned. It used a lot of examples that I found helpful and overall I

think this is a great article on marketing segmentation.

Works Cited

Dubey, R. (2019, September 8). The Importance of Market Segmentation as a Marketing

Strategy in 2019. Retrieved from https://symphysismarketing.com/2019/08/24/the-

importance-of-market-segmentation-as-a-marketing-strategy-in-2019/