Question 1: Customer Segmentation (Answer should include completed template, PLUS a sentence or two to answer Part 1b) 10 Marks

1. Utilizing the Template provided by the professor, entitled, Segmentation Variables Template, for the specific product or product category you have chosen, on what basis do you think your company segments its customers? Commonly used characteristics to segment markets (as discussed in class) are geography, demographics, psychographics, benefits sought and usage rates. Utilizing the Template provided, explain the market segmentation bases for this product. Review chapter 8, section 8-3 to support your answer as to the characteristics of segmentation. (See template on page 3)