W 2: Splitting The Market - Market Segmentation

For more information about how hot-air balloons are marketed and the way the market is split, you may want to look at the explanation of marketing. This worksheet looks at how the market for balloons is split. For some detail about market segmentation you could also look at the marketing theories section.

Step 1 - Which bit is which?

The marketing theories section has details of some ways that firms can split the market they are dealing in. They are:

• Age
• Gender
• Geography (where people live)
• Behaviour (what do people habitually buy, for example)
• Socio-economic groups (income and education)

Rank these according to which you think will be the most important to Cameron Balloons. Rank them from the most important down to the least important.

Why do you think that the one you have put first is the most important?

Why do you think that the one you have put last is the least important?