Question: This is one of the most important chapters in the book. The basic idea is we (consumers) are different. It is nearly impossible to create one product we all like. Marketers segment consumers into groups with similar needs and tailor products to match each group's needs.
Assume you work for Groupon. (If you are unfamiliar with Groupon, go to their website. They are the most popular couponing site on the internet.)
Your job is to segment the potential consumer base for Groupon using the various techniques outlined in your textbook - (Demographic, Geographic etc.). List segments of consumer groups that might interest Groupon. From your list, identify one market that Groupon can expand.
Explain how Groupon could tailor its products and services to meet the needs of this market. (For example, come up with a coupon idea to reach the market you have suggested.) Explain why you think this group has the potential to create profits for the company.
To do this you MUST USE the criteria Measurable, Accessible, Substantial, Differentiable and Actionable.