Market-Based Management 6th Edition by Roger Best

Exercise 17

The five interactive marketing performance tools and application exercises outlined here will strengthen your understanding of segmentation strategies and customer relationship marketing. To access the tools, go to www.MBM-BEST.com. For many of the questions, you can determine the answers by entering data included in the questions. You may also enter other data to see the results, and you can save your work. Each application exercise is based on the Chapter 5 figure in parentheses.
Segment Identification (Figure 5-4)
A. For the home business segment, edit the consumer profile characteristics and indicate which consumer demographics, lifestyle, and usage behaviors make this type of potential customer identifiable.
B. For the high school student segment, edit the consumer profile characteristics and indicate which consumer demographics, lifestyle, and usage behaviors make this type of potential customer identifiable.
C. What are the most important characteristics that differentiate one segment from the other? How would knowing those characteristics help a business develop its marketing communications strategy?