Segmentation approach most consistent with marketing oncept

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1. 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)?

2. 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.

3. 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?

4. 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.

5. Apply the criteria for effective segmentation to marketing a product of your choice to college students.

Reference no: EM132214288

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