Chaper 8: Segmenting and Targeting Markets

  The importance of marketing segmentation is to help marketers define customers needs and wants more precisely. At Macy's being one of the most famous in the world are very privileged to be located in the heart of New York City and target market is really not specific because of the location customers are range from every ethnic background such as Mexicans,Filipinos,Canadian among many others. Also Macy's has all the requirement needed for a successful segmentation. Identifiabilty and measurability which is  firms is genuinely identifiable and their size measurable,Macy's has been able to expand their brand all over the world and where it's not accessible by store online is a great option to shop.
 Mass Marketing plays a very important role in their marketing technique it is very efficient and profitable.The fact that it is a retail store with high end boutiques and such a wide range of different products from baby clothes to kitchen appliances mass marketing is more suitable for reaching out to customers from all different target groups.
  Positioning occurs when we identify ideal customers perception of a product of a brand,product line or organization in general.Macy's positioning is used as great means to save by encouraging customers to shop more to save on the deals being offered which falls in the category of Price and Quality.