There are several major segmentation variables that might be used by a marketer to address a consumer market
If the marketer were to use the social class, psychographic lifestyle, and readiness stage to segment its market, identify possible segmentation subcategories under each of the three.
First, social class would yield the subcategories of lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, and upper uppers. Second, psychographic lifestyles would yield culture-oriented, sports-oriented, and outdoor-oriented. Lastly, readiness stage would yield unaware, aware, informed, interested, desirous, and intending to buy. Other subcategories might be possible.
You might also like to view...
Which of the following is a type of experiment mentioned in your textbook?
A) Laboratory B) Field C) Controlled D) Standard E) both A and B
Using liquidated damage clauses in delivery contracts is an example of mitigating strategy for ______.
A. security risks B. failure to deliver the needed services on time C. failure to realize the expected cost savings D. market risks
A study by the American Institute of Plant Engineers showed that there was no correlation between an increase in the commitment to safety by managers and a decrease in accidents.
Answer the following statement true (T) or false (F)
_____ is the process of categorizing or labeling people on the basis of a single attribute.
A. Cognitive dissonance B. Stereotyping C. Machiavellianism D. Inducement E. Negative emotionality