Introduction The table below provides some basic information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why? Activity/Task Segment Size $m Growth % pa Competitiveness Access to Retailers A 100 5 Easy Medium Aggressive B 100 20 Hard 75 5 Medium Medium D 75 20 Aggressive Hard E 50 5 Friendly Easy F 50 20 Medium Easy G 25 5 Friendly Easy H 25 20 Medium Easy Which segments do you think are the most attractive to enter? Why are these segments the most attractive? Which segment's would you NOT target? Why not? In reality, what other information would you need to help you select the best target market? Introduction For the examples listed below, identify which segmentation base each firm has most likely used for your responses, simply choose from the table provided. (Note: Sometimes more than one segmentation base in combination has been used.) Choose from: A. Geographic B. Behavioral C. Benefits D. Demographic E Psychographic F. Occasion/situation Activity/Task Your response (Use A-F above) 1 A bank that markets home loans to young married people and financial advisory services to retired people. 2 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 function. 3 4 Computer software firm that is most interested in households with a high level of software purchases. 5 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. 6 7 An electrician deciding to do letterbox drops his local area. 8 A book publisher that specializes in children's books. 9 A home-delivered spring water company advertising in a "health' magazine 10 A travel package tour operator targeting retired people who want educational travel experiences