. Not many people will be able to purchase such an expensive, impractical vehicle. Place may be of importance as well. The Hummer may be more attractive to those living in certain types of terrain where they feel they can enjoy the luxury of the outstanding performance of a Hummer off road, in water, sand, etc. Does there need to be Hummer dealership on every corner in every city? No. Hummers should be available upon special request because their target market is so specific. If a consumer wants one, they will search for one. They won’t decide to drop by the dealership on their way home from work and work a deal! Buying a Hummer is a major decision (for most of us, anyway). In-Conclusion in order to identify its potential buyers, corporations such as AM General should choose to segment or not to segment a particular market. A corporation that does not segment chooses a mass-market, the same product is offered to all customers. Corporations segment a market because different groups within the market have different needs. To thrive, the chosen segment must be identifiable and computable, lucrative, economically accessible, and exhibit a relatively standardized response function to the marketing efforts designed for it. AM General should focus itsefforts on target markets, or groups of customers with similar needs, rather than on the entire market. No single offer or approach to a market will therefore necessarily motivate or satisfy all buyers. The marketing concept holds that marketing will be more effective if it is tailored to the unique needs of each target market. Auto manufacturers are continually seeking information about changes in their industry and macro-environment. ...
