UNit 3 discussion.docx - Topic: Market Segmentation...

Topic: Market Segmentation Decisions
Connecting with the best target market segments is a constant marketing challenge. Many companies understand how to use the marketing mix, American Express™, AT&T™, IBM™, Apple™, Southwest Airlines™ are a few examples. VALS™ is a well-known psychographic classification system. VALS is a tool used to explain the relationship between personality traits and consumer behavior. VALS uses psychology to analyze the dynamics underlying consumer preferences and choices.
To-Do:
1. Review Table 9.1 in the Kotler and Keller text: Major Segmentation Variables
for Consumer Markets.
2. Go to the Strategic Business Insights website and take the VALS survey.
Strategic Business Insights. (n.d.). The US VALS™ survey.
It is important to consider how a customer thinks and what their interests are, this is
a vital part of marketing strategy for the success of any product and to reach
business objectives. This ultimately leads to a greater customer loyalty and
customer satisfaction. According to Cisco (2018), customers are their focus and
listening to them helps build their business strategy. Incorporating customer