It has been seen in all industries that provide consumer goods that it is very difficult to satisfy all the needs of all consumers being that no two different individuals tend to share the same like and dislikes. For an industry to say it would want to satisfy the wants of each and every one of it consumers, that would entail it making customised products which would basically be a waste of resources. This situation arises because we are in a heterogeneous market and the only way to satisfy everyone is by offering tailor made or bespoke products. Though two separate individuals may purchase the same branded products, their reasons for purchasing it. For this reason market segmentation is needed. Market segmentation is used to divide customers in-groups under similar needs and wants, purchasing power, buying habits and buying attitudes, trying to increase their satisfaction. But to do this would not give a detailed view to the market thus the use of segmentation variables or b!

A segmentation variable is the characteristics and responses individuals, groups or businesses that are used for dividing used for dividing a total market into segments. During the sele

ction of variables for a segment several factors need to be taken into consideration. The variables selected should have in mind at all times the consumer for segmentation is to be based on upon 'developments on the demand side of the market and give a more precise adjustment of product and marketing effort to consumer requirements' ( Wendell Smith ). Over the years many companies have used several varieties of segmentation.

8. What are your general comments on the Venue?

Variables such as geographic which calls for the dividing of the market into different geographical units such as nations, regions, cities and even in some situations neighborhood have been used for long periods' of time, during the past and still in some cases now. This sets out dividing the market into different environments which would bring about several differences between, such as between people from warm climates as opposed to people from cold climates. This though would not really give a detailed description about the consumer. But had the benefit approach been used it would more likely give a clearer view and it could arise that two separate individuals from different places might share certain similarities. As in relation to UKC, it well established that UKC is a very multi-cultural, the use of geographic segmentation for the entertainment market would not exactly give a good representation of the market as would the use of benefit segmentation.

3. Essentials of services marketing, K. Douglas Hoffman, John E.G. Bateson

Some common words found in the essay are:
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Approximate Word count = 1509
Approximate Pages = 6 (250 words per page double spaced)