Clients and Markets: Segmentation, Targeting, and Customer Behavior

Running head: CLIENTS AND MARKETS
CLIENTS AND MARKETS
Name of the Student
Name of the University
Author Note

1CLIENTS AND MARKETS
Table of Contents
Introduction......................................................................................................................................2
Segmentation and targeting.........................................................................................................2
Discussion........................................................................................................................................3
Segment evaluation......................................................................................................................3
B2C Marketing........................................................................................................................3
B2B Marketing........................................................................................................................4
B2C Target...................................................................................................................................6
B2B Target...................................................................................................................................7
Positioning and customer behavior..................................................................................................9

2CLIENTS AND MARKETS
Introduction
Segmentation and targeting
Customer segmentation is the process that helps in differentiating the customers into
specific groups that may be targeted. Customer segmentation can be done by assessing four
factors like psychographic, demographic, behavioral and geography. Psychographic
segmentation classifies the market on factors such as values, social class, personality and
lifestyle. The next is Demographic segmentation is categorizing the market on the basis of some
characteristics of the consumers. They are characterized on the basis of age, race, gender,
income, religion, occupation, ethnicity marital status and education but not limited to these
aspects. The behavioral segmentation basically categorizes consumers according to attributes
like awareness, knowledge, likings, usage, purchase patterns and loyalties (Saleem, Eagle &
Low, 2018). Geographic segmentation is dividing a target audience based on their location like a
region or any country and also by streets in some town.
Targeting is the next process after segmenting customers. After customer segmentation it
is necessary to choose the best customer after the analysis. On the basis of the analysis of
customer segmentation a target audience is chosen. The company has to assess the potential
growth of the chosen target audience. The last step of the targeting process is to understand how
the company intends to position their product to target the valuable customers (Lessmann et al,
2018). After this the company needs to select a marketing mix that is going to be effective for
everyone.
Customer segmentation and targeting are both important for B2B and B2C
marketing.B2C is selling products directly to the consumers and B2B is the process of selling

3CLIENTS AND MARKETS
products to other businesses. In both these type of marketing customer segmentation and
targeting play a vital role. Customer segmentation is essential in order to sell products to the
customers directly. According to the target audience the products advertise and promote their
products for generating revenues. These are important in B2B marketing as well. It is necessary
to assess the size of the business, role and industry to see selling products in which business can
be beneficial.
This paper is going to talk about the company Ace Yewt-ACE-EV Group and their
marketing process.
Discussion
Segment evaluation
Ace Yewt-ACE-EV Group is a company that manufactures electric vehicles. The
company caters to the general market. Electric cars are becoming popular however the growth is
slow. It started with a mere 0.2% and is expected to take a leap of 6% by 2025.
B2C Marketing
Customers segments are generally categorized by assessing four factors. The Ace Yewt-
ACE-EV Group has to assess factors and set a target audience for them. Electric vehicles are
relatively new to the market and the customers are still not aware of the new vehicles that are
being manufactured. The customer segmentation for the company will be urban people of high
income groups and people who are conscious about the environment. Customers having a white
collar jobs are a suitable target audience and also millennial. Here the customer has been
segmented by certain factors like demographic, behavior, psychology and by the geographical
area. The usages of vehicles are more in urban areas compared to rural areas. In urban areas