Team Paper

Marketing Plan: Phase II

Apple has identified the segmentation criteria that will affect the new iSpeak’s target market selection. There are three segmentation criteria Apple is focusing on including Psychographic, Intermarket, and Benefit segmentation. Apple will identify the target market and the organizational buyers and consumers of iSpeak including organizational buyers and individual customers. There are many factors that influence purchasing decisions and iSpeak will benefit from Apple’s known brand and reputation. The marketing strategy for iSpeak will focus on the target market and business objectives. Apple is aware of its competitors in the voice command market and will propose a plan to succeed in a growing area of the market.

There are many different types of criteria when discussing market segmentation. Each one can offer different ideas that will help identify our target market. Three of the segmentation criteria that helped us identify our target market are Psychographic segmentation, Intermarket segmentation and Benefit segmentation. Psychographic segmentation is one that truly affects our target market.

Psychographic segmentation asks questions on whether the consumers of our product behave differently based on social class, lifestyle or even their individual personalities. ISpeak will truly change the lifestyle of our targeted customers. For people with disabilities who may be unable to use a keyboard, these individuals will now have the options of creating documents, send emails and even surf the web opening up endless possibilities.

Intermarket segmentation determines whether our customers have similar needs and buying behavior even though they may be located in different countries. People throughout the wo...

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