Identify the four bases of Market Segmentation and give three market segmenting variables that demonstrate each of the four bases along with an example of each of the variables uses
Discussion this week center around two topics: Market Segmentation (which should be review from Principles of Marketing) and learning about Consumer Behavior Research methods.
A) Identify the four bases of Market Segmentation and give three market segmenting variables that demonstrate each of the four bases along with an example of each of the variables uses (brand or product category). Give one example for each base of a brand/product category that predominately uses the segmenting base to market their offering. Please organize the response by base and do not repeat peer examples..
B) Based on the article entitled “How Companies Learn Your Secrets” answer the following questions in order.
B-1) What surprised you the most about the article?
B-2) Which approach to Consumer Behavior Research is being used? Why?
B-3) What type of question was used to retrieve most of the data (open-ended or closed-ended)? Using the article, author two examples of closed-ended questions and two examples of open-ended questions that may be added to a follow-up study to the one in the article
B-4) Do you think this type of research is insightful and worth the money?
http://www.consumerpsychologist.com/cb_Research_Methods.html
http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=0 ( how companies learn your secrets)
