University of Florida Principles of Marketing Option Discussion – Description
Experience Exercise Round 3
Option H: Segmentation
Experience: Pick a brand, product or product line. Get background information via the company website, news articles, or other sources. Cite 2 sources.
Textbook help: Ch. 9, http://www.strategicbusinessinsights.com/vals/pres…
Analysis: Discuss how the firm might use 4 of the following 6 types of segmentation schemes: geographic, demographic, VALS, lifestyle, behavioristic, and benefit (all discussed in Ch. 9.2). For each segmentation scheme, list some of the specific segments you would expect to see (can include segments your firm would and would not target). For each segmentation scheme, pick one segment your firm would likely target and discuss 2 strategies the firm could use to target that segment. How does each of those organizational schemes benefit the firm? (That is to say, why would it be more cost-efficient or allow better customizing or targeting if the firm groups customers in this way?) Which grouping makes the most sense?
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