Segmenting Consumer and Business Markets
Segmentation bases (variables) are used to identify particular
characteristics, attributes, or traits of consumers or businesses.
Consumer markets are typically segmented using 5 bases, including
geographic, demographic, psychographic, benefit, and usage-rate
segmentation.
Execute the following four steps to complete this Discussion assignment:
Watch the following animated explanations on segmentation of markets to
develop a strong understanding of the concepts:
Understand the characteristics of markets and market segments.
Understand the criteria for successful market segmentation.
Understand the bases commonly used to segment consumer markets.
Understand the steps involved in segmenting markets.
Watch the following video on how the Food Network® uses segmentation and
target marketing to appeal to consumers: View it here
Choose a cooking show from the Food Network® website (2014 Television
Food Network G. P.) at: http://www.foodnetwork.com/shows.html to study
and answer the questions below.
Using research from Chapter 8, to help substantiate your understanding
of the segmentation and target marketing concepts, answer the following
questions related to the segmentation and targeting of consumer markets
for your chosen show:
Identify a minimum of three (3) segmentation bases that might be used to
segment the market for your chosen show.
Describe the specific reasons each of the three (3) segmentation bases
might be used to segment the market for your chosen food show.
Describe the type of target marketing strategy that might be used to
reach the consumer for your chosen food show. Discuss the product
differentiation strategy used to distinguish your chosen show from the
rest of the shows on the Food Network® website (2014 Television Food
Network G. P.).
Describe the most likely positioning base or bases that might be used to
appeal to consumers in the target market for your chosen food show.
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