Segmentation, Targeting, and Positioning: Burger Bistro

Return to Activity

Score

Response $1$ of $5$: Segment $1-$ University studentsSegment $1-$ University students

Response $2$ of $5$: Segment $2-$ University facultySegment $2-$ University faculty

Response $3$ of $5$: Segment $3-$ Community members not affiliated with the universitySegment $3-$ Community members not affiliated with the university

Response $4$ of $5$: Segments $1$ & $2$Segments $1$ & $2$

Response $5$ of $5$: All three segmentsAll three segments

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Materials

Segmentation Variables

Segments

Segmentation Evaluation

Student Data

Faculty Data

Community Data

Segmentation Evaluation Chart

CRITERIA

EXPLANATION

Substantial $($Profitable$)$

Segments must be large enough for a business to make a profit by serving them.

Measurable

The size and purchasing power of a segment should be measurable and and clearly identified.

Differentiable $($Identifiable$)$

Segments must be differentiated enough from other segments $($these types of people have different needs$).$

Accessible $($Reachable$)$

Marketers must be able to reach and serve the segment identified.

Actionable $($Responsive$)$

Marketers should be certain that their marketing mix can inform consumers about the product being marketed.