This activity is important because the one-size-fits-all mass market—like that for Tide laundry detergent of 40 years ago—no longer exists. The global marketing officer at Procter & Gamble, which markets Tide, says, "Every one of our brands is targeted." A business goes to the trouble and expense of segmenting its markets when it expects that this will increase its sales, profit, and return on investment. When expenses are greater than the potentially increased sales from segmentation, a firm should not attempt to segment its market.

The Market Segmentation Process
This activity is important because the one-size-fits-all mass market—like that for Tide laundry detergent of 40 years ago—no longer exists. The global marketing officer at Procter & Gamble, which markets Tide, says, "Every one of our brands is targeted." A business goes to the trouble and expense of segmenting its markets when it expects that this will increase its sales, profit, and return on investment. When expenses are greater than the potentially increased sales from segmentation, a firm should not attempt to segment its market.
The goal of this exercise is to demonstrate your understanding of the market segmentation process as applied to Apple.