The purchase for Week 5's assignment was an Apple iPhone. Apple is known for being a multinational corporation that develops, designs, and sells electronic devices such as computer software and personal computers. It is the second largest information technology company in the world and the world's third largest mobile phone manufacturer (Statisticbrain.com, 2014). Apple's best-known hardware products are Mac laptops, iPod media players, iPhone smartphones, and iPad tablets. Market segmentation is the process of identifying a group of people who are similar in one way or more based on a variety of characteristics and behaviors. The goal is to identify these groups of people with similar behaviors so that product packaging adjustments or communication strategies can be adapted to meet their specific needs, thus increasing the chances of selling to this target group (Blackwell, D 'Souza, Taghian, Miniard & Engel, 2006). There is no single way to segment a market, however the main variables that could be used to structure the market are geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. Geographic segmentation divides a market into different geographic units such as nations, regions, states, municipalities, cities, or neighborhoods (Kotler, Burton, Deans, Brown & Armstrong, 2013). Demographic segmentation is dividing the market into groups based on age, gender, income, education, nationality, family life cycle and occupation. Psychographic segmentation is dividing a market into different groups based on social class, lifestyle or personality characteristics and behavioral segmentation is a form of segmentation based on consumers' reactions to a product after it becomes available in the middle of the paper. ..... competition between Samsung products and Apple products continues to grow. Apple's iPhone is advertised around the world via images, YouTube clips, and its own website which constantly promotes the latest technology. There are currently 21 Apple stores in Australia that provide 24/7 online customer service and free phone calls, as well as online chat methods to enhance personal interaction (Store.apple.com, 2014). Delivery is always promised within two weeks for online purchases, and for over-the-counter purchases there are friendly assistants to help immediately; products are purchased in cash or by credit card. Overall it is evident why Apple Inc. is a top-notch multinational company as it never fails to satisfy its customers. Every aspect of Apple is taken care of, so all customers are satisfied with the products.