29 Jun MKT 86502 ASSIGNMENT 1
Question
Chapter 8 – Tapping into Global Markets
Chapter 9 – Identifying Market Segments and Targets
Chapter 10 – Crafting the Brand Positioning
The following questions will include a series ofcontent, integration, and synthesisrelated to the reading assignments. These questions will cover the content of the material and will require the learner to think critically and contextually about the subject matter. These are more complex questions designed to apply the concepts presented in the chapter and to provide graduate students practice to reinforce learning and decision making using advanced business concepts. Your responses must be complete, using terminology and concepts presented in the primary textbook as well as supplementary resources. Your responses should also demonstrate how you have applied, or could apply, the material in your own experiences.
1. There are several major segmentation variables that might be used by a marketer to address a consumer market. If the marketer were to use social class, psychographic lifestyle, and readiness stage to segment its market, identify possible segmentation subcategories under each of the three. For example, if we were to segment based on usage rate, subcategories would be light user, medium user, and heavy user.
2. If a marketer were to segment abusiness (not consumer) market on the basis of demographics, what three subcategory segmentation variables would probably be used to assist with this form of segmentation? What questions would be asked in each of the three categories to advance the segmentation effort?
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