On what main variables has Meredith focused in segmenting its markets?

The Meredith Corporation has developed an expertise in building customer relationships through segmentation, targeting, and positioning.

Amazingly, however, it has done this by focusing on only half of the population—the female half. Meredith has developed the largest database of any U.S. media company and uses that database to meet the specific needs and desires of women.

Meredith is known for leading titles such as Better Homes and Gardens, Family Circle, and Ladies’ Home Journal. But that list has grown to a portfolio of 14 magazines and more than 200 special interest publications. Through these magazines alone, Meredith regularly reaches about 30 million readers. By focusing on core categories of home, family, and personal development, Meredith has developed a product mix designed to meet various needs of women. This creates multiple touch points as individual women engage with more than one magazine, as well as with specialty books and Web sites.

After viewing the video featuring Meredith, answer the following questions about segmenting, targeting, and positioning:

1. On what main variables has Meredith focused in segmenting its markets?

2. Which target marketing strategy best describes Meredith’s efforts? Support your choice.

3. How does Meredith use its variety of products to build relationships with the right customers?