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Chapter 8: Identifying Market Segments and Targets
design the product or service offering of their choice. A company is customerized
when it is able to respond to individual customers by customizing its products,
services, and messages on a one-to-one basis.
Page: 246 Level of difficulty: Medium
104. There are several major segmentation variables that might be used by a marketer
to address a consumer market. If the marketer were to use social class,
psychographic lifestyle, and readiness stage to segment its market, identify
possible segmentation subcategories under each of the three. For example, if we
were to segment based on usage rate, subcategories would be light user, medium
user, and heavy user.
Page: 248 Level of difficulty: Hard
105. Briefly profile the American generations labeled as Baby boomers, Generation X,
Generation Y, and Millennials.