I love the History Channel. I don’t know how accurate everything, but it really makes me think about things in a completely different way. Growing up, I was never much into history. The way it was taught always made it seem very boring. One day, I read the book, “Lies my teacher taught me.” I loved that book. One of my favorite podcasts is “Things You Missed In History Class.” I often find myself now researching things that happened in the past. Now I pay much more attention to how things happened before and try my best to understand why. Understanding the past makes understanding the present so much easier—so much more fun. That’s why I was fascinated with a recent show on the History Channel. They were talking about ancient Roman technology and methods for building roads, buildings, and transportation. They build many different models of chariots based on the needs of various market segments. Even back then, they understood the importance of building a product that worked for the end user. I’m drawing parallels with what I’m learning in school with everything around me. It feels good to have those connections being made.

1. MARKET SEGMENTATION
What Rome Can Teach Us - Michael B. Maine

2. Seattle Oregon Texas
39% 14%
47%
PERCENT OF STUDENTS AT BGI
Hypothetical Segmentation Based on Geography

3. When we perform effective market segmentation, we can learn how to best
communicate with our various audiences as well as what to develop and how.

4. Sometimes it’s based on language

5. Sometimes it’s based on affluence

6. We can segment based on any number of things: race, ethnicity, location, religion, age…
The list goes on.

7. So what can we learn about market segmentation from ancient Rome?

8. LET’S TALK CARS

9. It can take forever to make a purchase decision on a vehicle

10. There are many models designed to fit many different market segments.

11. Is it fuel-efficient?

12. Is it safe?

13. Does it have an awesome sound system?

14. I LOVE THE HISTORY CHANNEL
I was watching it the other day and they were talking about Roman technologies that
are very similar to what we have/use now.

15. They mentioned that Romans developed many different types of chariots and carriages
based on the needs of the various people who would use them.

16. They based the segmentation mostly on class

17. THE SMALL-COMPACT
The entry level model featured not much more than two wheels and a bench

18. THE SPORTS EDITION
For families with more money, they had two-seaters (still used stone as the seat)

19. THE MIDSIZE
More affluent folks enjoyed cushions and carriages drawn by multiple horses

20. THE EXOTIC
Royalty carriages featured covers to protect from sun, shades that could be pulled away,
sleeping quarters, etc.

21. THE MORAL OF THE STORY
Even in ancient times, artisans and merchants focused on the customer and their needs
to develop products that made sense.