THE MARKET THING

MARKET SEGMENTATION
1. Vocabulary
Variable Definition

Geographic segmentation Dividing a market into different geographical units such as

nations, states, regions, countries, cities, or neighborhoods.

Age and life-cycle Dividing a market into different age and life-cycle groups
segmentation

Gender segmentation Is the process of dividing a market based on gender (male

and female)

Is the process of dividing markets by income. Some indus-

Income segmentation tries that use income segmentation include travel, enter-
tainment, financial services, etc.

Psychological Is the process of dividing a market into different groups based

segmentation on personality characteristics, lifestyle, or social class.

Behavioral segmentation Is the process of dividing the market by behavior patterns

that could be lifestyle, usage, and benefits.

Occasion segmentation Is the process of dividing the market into groups according
to occasions when buyers purchased item.

Benefit segmentation Is the process of dividing the market into groups according to
the different benefits that consumers seek from the product

2. Let’s read

Food around the World

1. Regan Royane and Craig Caven and their children, Andrea (5) and Ryan (3), live in
California.They are a typical American family. Regan and Craig both work and they don’t
usually have time to cook, so they like convenience food. The children love hot dogs,
cereal and soda. They eat at fast food restaurants once a week.

2. The Ukitas live in Tokyo, Japan. Kazuo Ukita lives with his wife, Sayo, and his daughters
Mio (17) and Maya (14). He works in a bookshop. Sayo cooks breakfast before Kazuo leaves
forwork at 7:00 a.m. They eat a lot of fish and rice. Sayo cooks all the meals for her family.

Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.

3. Ramón Costa, his wife Sandra and their children, Lisandra (16) and Favio (6), live in
Havana.Cuba is a tropical country so they eat a lot of fresh fruit – pineapples, watermelons,
bananas,and papayas. Families in Cuba have ration books. These show how much food the
family canbuy every month.

Taken from Total English Elementary, Student’s book.

Countable and uncountable nouns

English nouns can be “countable” or “uncountable”:

Countable nouns are things we can count. For example: “book”; we can have one, two, three
or more books.

Uncountable nouns are substances, concepts, etc., that we cannot count or divide into
separate elements. For example, we cannot count “water”. We can count “bottles of water”
or “liters of water”, but we cannot count “water” itself.

3. Let’s read
Albert Roberts is an expert in marketing that a company hired to do some research in the
city where they plan to introduce a new product. As the man reports, read to what he says
there is/there isn’t in that city.

Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.

 Jane
- Good morning everyone!
- Thank you for attending
this meeting.
- I’ve gathered you all
because I want to
introduce Albert Roberts.
He’s an expert in
marketing, and we have
hired him to do some
research in the city where
we’re planning to intro-
duce our new product.
Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.
Albert Roberts
- Good morning!
- As Jane said, my name’s Albert Roberts, and I’m here
to tell you about the main characteristics I observed in
the city.
About the population, I can say there are about 8
million inhabitants in this city. 60%of them are women
and 40% are men. 3 million people are between the ages
of 60 and90, 2 million are between 35 and 59, 2 million
are
young people between 20 and 34, 500.000 are
teenagers between 13 and 19, and the rest of the
population are little kids aged 0 to 12 years old.
- I also found out that 60% of the elderly are pen-sioners,
50% of the adults are professional, 20% of the whole
population is poor, 50% have incomesthat permit them
to have good life conditions, and30% of the population in
this place is wealthy.
- About the city itself, I found there are 10 malls,which
were built by the same construction com- pany; their
plan is to corner the market.
- Each of the malls has a movie theater but there isonly one
3D movie theater at one of these malls. Itis really cutting
edge and has room for 300 people.
- Moreover, the city’s blockbuster of the year is thebig gym
in the centre of town. People who exer-cise need to go
to this gym because there are fewparks for them to run.
- The main attraction in the city is the amusementpark.
There are roller coasters, live shows, thereis an artificial
beach, an outdoor water park, and there are several
nearby resorts.
The people buy lots of convenience food because they
have busy lives, and because there is a conve-nience store
in every corner of the city. However,when they celebrate
important dates, they cook athome because restaurants
are so expensive.
There are also plenty of stores where all of the urban
tribes: emos, punks, rappers and others, find the
clothes and the accessories they feel identified with.
These are, in general terms, the main things I observed
in the city. We just need to work outa strategy that
permits us to successfully intro- duce our new product.
 Idioms-
What is an idiom?
An idiom is a special kind of phrase, where the words together have a meaning that is
different from the definitions of the individual words.

For example: Alive and Kicking

If you say someone or something is alive and kicking, you are emphasizing that it is still active
or still exists, even though a lot of people considered it stopped or disappeared a long time ago.

Example given:

Morgan: I heard Ronnie died last year.

Frank: Ronnie? Dead? I saw him the other day, he’s alive and kicking.

Idioms related to business

Read to the idioms and then to parts of Albert Roberts’s presentation:

Idiom Definition

Corner the market If a company dominates an area of business, and leaves no

room for competition, you can say it corners the market.

“About the city itself, I found there are 10 malls which were built by the same construction
company; their plan is to corner the market”.

Idiom Definition

Cutting edge This expression refers to the newest, most advanced stage
in the development of something.

“Each of the malls has a movie theater but there is only one 3D movie theater at one of these
malls. It is really cutting edge and has room for 300 people.”

Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.

 Idiom Definition

Blockbuster Something that is a big success or a huge hit.

“Moreover, the city’s blockbuster of the year is the big gym in the centre of town. People
who exercise need to go to this gym because there are a few parks for them to run.”

Idiom Definition

Blockbuster Something that is a big success or a huge hit.

“Moreover, the city’s blockbuster of the year is the big gym in the centre of town. People
who exercise need to go to this gym because there are a few parks for them to run.”

Idiom Definition

Work out When you work out, you plan or develop.

“These are, in general terms, the main things I observed in the city. We just need to work
out a strategy that permits us to introduce our new product successfully.”

Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.