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Setting Marketing GoalsMarket Segmentation and “Product” Development:Market segmentation refers to “dividing a market into
distinct groups of buyers who might require separate product or marketing mixes”
(Kotler, 1986, 263). For adult
education programs, this means determining who potential students may be and
what kind of adult education program, if any, they are most likely to want.
If individuals have chosen not to participate in the past, then the adult
education provider must assume they have not been offered a “product” that
they found attractive, convenient, or needed.
Our research indicates that the GED, for example, is not always
considered appropriate or valuable. What
other educational program or credential might be more useful?
For adult education providers, understanding market segmentation also
involves reaching potential students at their level of ability and in ways that
meet their expectations and aspirations for learning.
This requires recognizing the diverse experiences and abilities of the
population served. Our research
indicates that gender, age, educational experiences, work experiences, pressures
of the local economic environment, and individual learning styles are attributes
that should guide program development.
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