Questions on Market Segmentation 2a. Some marketers consider benefit segmentatio
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Question
Questions on Market Segmentation
2a. Some marketers consider benefit segmentation as the segmentation approach most consistent with the marketing concept. Do you agree or disagree with this view and for what reason(s)?
2b. Club Med is a prominent company in the vacation and travel industry . Describe how the company can use demographics and psychographics to identify TV shows and magazines in which to place its advertisements.
2c. How can a marketer for a chain of health clubs use the VALS segmentation profiles to develop an advertising campeign? Which segments should be targeted? How should the health club be positioned to each of these segments?
2d. For each of the following products, identify the segmentation base that is considered best for targeting consumers: (a) coffee (b) soups (c) home exercise equipment (d) portable telephones (e) nonfat frozen yogurt. Briefly explain each choice.
2e. Apply the criteria for effective segmentation to marketing a product of your choice to college students.
Explanation / Answer
1. Benefit segmentation is based upon the introduce that buyers are essentially acquiring needs, needs, and fulfilments. In this way, it is altogether steady with the advertising idea. Advantage division enables advertisers to position different brands inside a similar item class by focusing on those advantages/wanted fulfilments proper to each fragment served. For precedent, in the toothpaste advertise, Close-up is showcased by utilizing a social interest that burdens splendid teeth and is focused to youngsters; Aim is focused to guardians as a decent tasting toothpaste that will urge youngsters to brush longer; Viadent is focused to grown-ups as a intends to evacuate tartar (corrective advantage) and plaque (medical advantage).
2. Inside every one of the statistic bunches recorded over, the organizations ought to distinguish extra financial variables (i.e., salary, training, occupation) of buyers to whom their travels may request. The two organizations ought to distinguish the psychographics of shoppers in the distinctive sections, join socioeconomics and psychographics, and make a few profiles of its reasonable clients. At that point, both Regent Seven Seas Cruises and Royal Caribbean International ought to recognize TV shows and magazines that have "gathering of people profiles" coordinating its clients' profiles and put its ads in such media.
3. for wellbeing clubs give off an impression of being the Actualizers and Achievers since individuals from these gatherings are keen on development, control of their lives, self-revelation, and self-articulation. A large number of them are likely as of now associated with some type of physical movement; in any case, a wellbeing club that is situated as, say, "for individuals who are in the best shape they have ever been in yet at the same time aren't fulfilled" will request to them. The wellbeing club ought to be depicted as a component which will help these individuals control an extra part of their lives—their wellbeing and physical prosperity— through exercise. Ordinarily, the Experiencers and Makers are bad prospects for a wellbeing club since they are occupied with open air games and entertainment. Assuming, nonetheless, occasional climate anticipates such undertakings, the wellbeing club could be introduced as an option. The Devotees are most likely excessively set in their ways, making it impossible to join a wellbeing club, and the Strivers and Strugglers don't have the money related assets to go along with one. The Fulfilled speak to a decent target advertise because they are develop, instructed, and monetarily secure people who should need to expand their perspectives. To them, the wellbeing club ought to be situated as a new, exceedingly satisfying, and advantageous experience; esteem ought to be worried in the advancement since these shoppers are pragmatic and worried about the usefulness of their buys.
4. A rundown of conceivable answers or choices is recorded beneath (take note of that suppositions on this issue may differ):
a) Coffee—socioeconomics (size and creation of family); geographic variables (provincial
taste contrasts); advantage division (wellbeing concerns, taste); client conduct (use
circumstance, time weight and rate of use)
b) Soups—socioeconomics (size and synthesis of family); geographic components (provincial
taste contrasts); use circumstance (e.g., family feasting as opposed to engaging); mark
devotion; rate of utilization (e.g., recommending new uses through formulas on the bundle)
c) Cell telephones—a blend of socioeconomics, psychographics, use circumstance (easy-going
utilize versus business utilize), client conduct (substantial, medium, light clients, intrigue level in
item) and advantage division (useful, esteem, social advantage) .
d) Designer shades—a blend of socioeconomics, psychographics,
geodemographics, identity attributes and advantage division (utilitarian, esteem, social
advantage) .
5. To be a powerful focus on, a market portion ought to be: 1) identifiable, 2) sizable, 3) stable or growing, 4) open (reachable), and (5) harmonious with the advertiser's destinations and assets. Advertising charge cards to understudies gives a decent representation of using the five criteria. In this way, a bank offering its charge card to understudies has clearly distinguished a regular requirement for the administration among understudies, confirmed that there is an adequate number of customers in this section to make it beneficial for the organization, that the fragment is steady (i.e., not whimsical, anxious to purchase, and ready to spend), that it is available (i.e., can be come to in a practical way) and that the item and administration is compatible with the bank's targets what's more, assets to serve the market.
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