The criteria used to develop the market segment for R.J. Reynolds Tobacco Co.’s new brand of cigarette called “Dakota” is mainly that of demographics, and psyhcographics. The target market in this case appears to be poorly educated, virile white females age 18-20, who enjoy being around their boyfriends and doing whatever their boyfriends are doing, for example going to “Hot Rod shows, Tractor Pulls, cruising, and going to parties”. This target market was most likely selected for two main reasons. The first is because of the enormous profits to be gained from this particular group and the second is because of this group’s lack of education and low self-regard. The marketing strategies used in this article clearly define demographic and psychographic market segmentation. Demographic segmentation consists of gender, age, income, fa....

Number Of Pages: 2

Number Of Words: 308

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