Discussion Post: Marketing
Lesson: Market Segmentation and Buying Behavior
Activity: Marketing Self-Segmentation
Each of us fits different points within a plethora of marketing segmentation schemes. You have now been exposed to VALS categories, to LOHAS, and BoBos; to definitions of major US social classes, to identity marketing; and to demographic and psychographic modes of classifying clusters of buyers. You have also learned the key elements of a variety of market segments (target markets). Based upon the knowledge gained from your text, Required Readings, and Lecture and Research Update, respond to the following:
Part I: List and define four market segments (target markets) into which you fit.
Part II: Discuss each of the four market segments - including descriptors such as demographics, lifestyle, and usage behaviors of each and why you believe you fit into each one.
Part III: Apply Maslow's theory of motivation to each market segment. Based on the demographics, lifestyle, and usage behaviors you indicated, select two primary needs for each of your four chosen market segments and describe how each need would drive buying behavior.
The response should include a reference list. Using double-space, Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.