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mkt case 2 - Patrick Hill Assignment Management Case Study...

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Patrick Hill Assignment: Management Case Study 2 MKT 101 Instructor: Tom Passero 20 June 2011 Meredith Case 1. What are the main variables that Meredith has focused on to segment its markets? The four major segmentation variables for consumer markets include: geographic variables, demographic variables, psychographic variables, and behavioral variables. The geographic segmentation process divides the market into different geographical units. The demographic segmentation process divides the market into segments based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Demographic segmentation is the most popular bases for segmenting customer groups. The psychographic segmentation process divides the market into different segments based on social class, lifestyle, or personality characteristics. It uses services and products to identify personality and lifestyle variables. Behavioral segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product. Groups can be segmented by occasions, benefits sought, user status, usage rate, and loyalty status. In the Meredith case, there are examples of each segmentation process and its variables. Meredith segments its Home and Garden magazine in many different ways including regionally. Based on what region you are in there is a specific Home and Garden edition for you. There are several demographic segmentation techniques used in the Meredith case. Foremost, Meredith segments on gender by having the goal to provide inspirational stories to women. Meredith then segments based on gender, age, income, family, and attitude information. The marketers at Meredith have become more
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