1. Segmentation

In the table below, denote which consumer segmentation base is being used to segment the market. You can use the letter of the base as noted below. Note: Sometimes more than one segmentation base in combination (that is, multiple segmentation) has been used.

Choose from the following segmentation bases:

A= Geographic

B = Behavioral

C = Benefits

D = Demographic

E = Psychographic

ACTIVITY/TASK

Description	Consumer Segmentation Base
A bank that markets home loans to young married people and financial planning services to retired people
A mobile phone company that targets people who frequently vacation in remote parts of the world.
A gourmet cheese company that targets people buying cheese platters for a dinner party or function.
Computer software firm that is most interested in households with a high level of software purchases.
Smart phone manufacturers targeting those consumers who are interested in purchasing their first smart phone in the future.
A plumber deciding to do send out mailers to his local area.
A book publisher that specializes in childrens 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.

MArketing