Essay about Ahbai Segmentation

2307 Words Jun 13th, 2012 10 Pages
Abstract
This essay mainly focuses on the AHBAI website, promoting their Proud Lady hair care and beauty products and merchandise. Their main focus is on the large Black Community within the US, but they are also starting to go abroad as well. They provide job opportunities, scholarships and training within the desired industry and are a thriving association in representation of Black-owned manufacturing companies. Their segmentation variables reflect on how they selected their target market and also how they had decided to communicate to their product and service to their target audience.

Introduction
Marketing is much more involved than just the business of selling and advertising of products and services. Of course it is the main
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AHBAI is an internationally renowned trade association representing the world’s leading Black-owned companies that manufacture ethnic hair care and beauty related products featuring the Proud Lady Symbol.

Segmentation
All products and services rely on the use of market segmentation for appropriate advertising purposes and it can be seen as a vital management tool. Schiffman defines market segmentation as the process of dividing a market into distinct subsets of consumers with common needs and characteristics and selecting one or more segments to target with a distinct marketing mix (2001, pg. 54). Hawkins view of segmentation involves in the development of specific marketing programs targeted at consumer groups with unique needs and/or purchasing processes (1994, pg. 9). Since companies vary between what they can offer to their markets, segmentation has been proven to be efficient and effective in regards to selecting and serving their segment of the market, in which they can provide the best service within that segment.

Market segmentation also allows marketers of consumer goods and services identify the needs of the market and can usually provide the marketer with the opportunity to expand their target market or enter a new market to satisfy more effectively the specific needs or wants of particular consumers…

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