Question 1.

Segmenting can sometimes be confusing. I think this is because so much care needs to be given in determining which form of segmentation to use, and then which factors need to be considered.

Further, the nature of the product usually indicates something about what form of segmentation makes the most sense. However, companies need to remember to take a customer perspective, not an internal perspective.

Let's have some fun guessing which form of segmentation was used.

Choose anything you see advertised.

Choose one advertisement for that product.

Based on that ad, work backwards to infer what segmentation took place.

Describe that segment in terms of the factors considered.

Question 2.

describe the target customer for each of the products listed below. You may click on the links to see more about each product.

Product list:

Cunard'sWorld Cruise

Nabisco's Oreo Thins

Be creative and have some fun.

Question 3.

One of my favorite postioning statements: BMW--the ultimate driving machine.

Notice how this statement captures the essence of a BMW car--for the person who buys it, that is.

In this discussion, write a positioning statement for each product used in 3B.

Product list:

Cunard's World Cruise

Nabisco's Oreo Thins

Be creative and have some fun.