A market segment is a $($relatively$)$ homogeneous group of customers who will similarly respond to a companies' marketing mix offer. Marketing managers and marketing researchers often turn to computerized methods for help with the segmentation analysis. Many firms utilize dynamic behavioral segmentation, which refers to the use of real$-$time data to continuously update a customer's placement in a market segment.

The goal of this activity is to demonstrate your understanding of the dynamic behavioral segmentation method. In this activity, you will read a description of a marketing message and then decide which of the market segments it best fits.

Identify the website visitor's customer profile and market segment description option. Move each label to the correct drop zone box.

Labels

Drop Zones

"You made a g$!$ choice! Don't for about our $30-$day price matc. guarantee."

$"$Do you like our shoes? Sign up for our mailing list and never miss out on another chance to enjoy our site and shoe promotions."

"Don't worry if you don't like them. You have $30$ days to make an easy return."

"Congratulations on making such a smart decision! Sign up for our mailing list and never miss out on

Customer behavior

Meet Jessica:

Visits the site four times per month.

Chooses different categories of shoes each visit.

Often adds shoes to cart but doesn't check out.

Reads the store return policy.

Meet Robert:

First$-$time site visitor.

Chooses "Clearance" at top menu.

Sorts by "Price: low to high."

Adds "clearance" price shoes to cart.

Adds discount code during checkout.

Meet Valerie:

Occasionally visited the site during the previous year.

Reads multiple custom$$r reviews on each shoe selected.

Aways adds several shoes to cart before choosing one for checkout.

Reads the store return policy.

Meet David:

First$-$time site visitor.

Clicks on banner ad for a new line of shoes.

Market segment

Window shopper:" Wants to enjoy the shopping experience and maybe make a purchase.

"Price$-$conscious shopper:" Wants to be sure he is getting the best deal.

"Cautious shopper" Wants to buy but is careful about making the right decision.

"Premium shopper."

Wants to buy the latest stves