Chap. 8: Segmenting and Targeting Markets

Apple is famous worldwide and seems to have a global market. There demographics segmented when it comes to the benefit segmentation. Apple produces a product based on how much utility their customers get out of it. Customers needs really matter to Apple that's why they produce products that appeal to the artist as well as the professional.

All these new products in Apple's product mix are targeted to the demographics aged 15-35. Teens control most of the buying power in the economy and Apple makes tech-savvy, sleek products that attract them. Also, the older, working professionals aged 21-35 also have buying power and have a need for a product that can get them through the work day as well as assist when they are feeling a little artistic.