Assignment 1

1. Under which circumstances and for what types of products should a marketer segment the market on the basis of (a) awareness status, (b) brand loyalty, and (c) usage situation?

2. For each of the following products, identify the segmentation base that you consider best for targeting consumers: (a) Coffee, (b) Soups (c) Cell phones, and (d) Designer sunglasses. Explain your choices. 3. How can a marketer for a chain of health clubs use the VALS TM segmentation profiles to develop an advertising campaign? Which segments should be targeted? How should the health club be positioned to each of these segments?

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