Question

1) What type/s of segmentation basis will you use to dividethe total market in the most reasonable and realisticway? Do you think the best segmentation is done on onebasis or multiple basis?

2) Form THREE segments (groups of people) by giving them specific segment name, explain them in 2-3 sentences withdifferent demographic and/or behavioral characteristics?(15 points) DO NOT ONLY WRITE DOWN SEGMENTATION BASIS, EXPLAIN YOUR SEGMENTS. (Hint: Forexample, if you use age, you could have three basicsegments ; Children (looking for light sportactivities), Young Adults (interested in sports for a variety of reasons) and Mature Adults (older people, who are looking for extra activities)

3) Compare what happens if you choose “Differentiated targeting strategy” what you should do with these predefined segment/s. Discuss how product variety, pricing and number of customers change. (Hint: Choose all of them or what?)

DO NOT ONLY WRITE DOWN THE TARGETING STRATEGY, EXPLAIN HOW THEY CAN DIFFER IN PRODUCT VARIETY, PRICING AND NUMBER OF CUSTOMERS.

4) What would be your positioning statement? How should your consumers remember you? What wouldbe your unique, favorable and strong associations?

Answer 1

Q.1