Assignment task:
You have been hired as a marketing consultant by a small business owner who sells one-of-a-kind designer dresses for proms, weddings, and special occasions. A very small amount of dresses is offered, but each are hand-made and on the high end in price. Before planning a marketing campaign, the owner would like to get a better sense of her customer segmentation.
Consider what you learned in this week's lecture about the different categories in segmentation: demographic, geographic, attitudes, and behavior. Based on the shop owner's products, describe different characteristics of segmentation and how they apply to her business. When discussing behavior segmentation, don't forget to include how the 6 types listed in the lecture would help with focusing on who her customers are for these dresses. Which of the 6 types would apply to those interested in these types of dresses?