Question: 1 2 3 TASK 1 - Segmentation Variables Bases for Segmentation (Segmentation Variables) Demographic Benefits Geographic Psychographic/Lifestyle Behavioral/Usage - Rate of Consumption/Purchase Adopter Category Behavioral/Usage

1 2 3 TASK 1 - Segmentation Variables Bases for

1 2 3 TASK 1 - Segmentation Variables Bases for Segmentation ("Segmentation Variables") Demographic Benefits Geographic Psychographic/Lifestyle Behavioral/Usage - Rate of Consumption/Purchase Adopter Category Behavioral/Usage - Occasion/Situation Ref. "Product-Market Profile" Segmentation Variable(s) Used No. A bank that markets home loans to young married people and financial advisory services to retired people. A phone company that targets people who frequently holiday in remote parts of the country. A gourmet cheese company that targets people buying cheese platters for a dinner party or other social function. Computer software firm that is most interested in households with a high level of software purchases. Prestige car manufacturers who highlight the status associated with owning one of their vehicles. Gaming manufacturers targeting those consumers who are interested in purchasing a gaming device in the future. An electrician deciding to do letterbox drops his local area. A book publisher that specializes in children's books. A home-delivered spring water company advertising in a "health" magazine. A travel package tour operator targeting retired people who want educational travel experiences. In the space below, discuss (a) whether you think segmentation is relevant to new product development; and, if so, (b) the justification for using multiple segmentation bases (variables). 4 5 6 7 8 9 10

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