Assignment: Management Case Study 2
Instructor: Tom Passero
20 June 2011
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.
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.
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