Sexual Orientation as a Segmentation Variable - Assignment Example

The culture created by this group is definite and the taste and preferences look similar therefore marketers must utilize this opportunity to segment the market along these lines. Such segmentation will thus more closely match the particular needs of this specific group of sexual orientation. The segmentation will thus enable even those who are still hesitant to declare homosexual orientation and hence a need for market strategy based on this group as their needs cannot be satisfied through regular markets.
Question 2
Advantages

The needs of this particular group will be met as marketers get to understand the exact needs of sexually oriented individuals and target marketing strategy at a specific group (Hondagneu-Sotelo 23). In addition, it would be much easier and more successful to establish and promote specific and customized products and services to the sexually oriented group.
Disadvantages

There may be no customized products as only a particular group is served and not individuals. In addition, some may argue that sexual orientation marketing will promote immorality and thus it might be faced with difficulties from those opposing the sexual orientation phenomenon.