Review Consumer Insight 4-1, Segmenting the Generation Y Market, in Chapter 4 of the textbook. In your dialogue response please, answer the following questions integrating a Biblical worldview:
- Market segmentation can be based on a variety of segmentation bases
- After reading the discriptions of these segments of the Generation Y market, name a few of the variables that you can see the researchers used for their segmentation bases
- What might be some other useful variables that would better describe the segments?
- Think about yourself or someone you know in the Generation Y group. Into which segments would you and/or other people you know be categorized? Explain why.
- Do you feel that these segments are mutually exclusive, meaning there is no overlap and a particular person should fit only into one segment? Do you feel they are exhaustive, meaning they cover everyone? Explain.
- Imagine you are a marketer of some type of consumer packaged good. Choose a product and choose one of the segments. How would you best communicate about your chosen product with this segment?
0 comments