assignment

1. Chapter3 1.Competinginthe single Europeanmarketraisessome interestingmarketsegmentquestions.
Discussthe segmentationissuesregardingthismultiple countrymarket?There are distinctdifferencesin
preferencesandtastesbetweenthe people intheparticipatingcountries.Segmentationmaytake two
forms.For productswherecustomerdifferencesare significantsegmentationwithincountryboundaries
maybe importanttogainingcompetitive advantage.Productsthatdisplaystrongnationaldifferences
may require withincountrysegmentation.Forotherproducts(e.g.,airline services),Pan–European
segmentationmaybe appropriate.Someauthoritiesbelievethatpreferencesmaybecome more similar
betweenconsumersovertime.However,theseshiftswill require severalyearstodevelop.(Cravens,
Piercy;pg.91-93)2.Why are there marketingstrategyadvantagesinusingdemographiccharacteristicsto
breakout productmarketsintosegments?Demographicsare oftenmore useful todescribe consumer
segmentsaftertheyhavebeenformedratherthanidentifythem.Buttheymayassistinidentifying
potentialtargetedniches.Nonetheless,thesevariablesare popularbecause available dataoftenrelate
demographicstothe othersegmentationvariables.Logical segmentsarefairlyeasy tosee asthe
demographicdate isclearlydelineated.One significantadvantage isthatthe demographicinformationis
readilyavailable throughavarietyof publishedsources,thusmakingitrelativelyinexpensive.
Demographicvariablesdescribe buyersaccordingtotheirage,income,education,occupationandmany
othercharacteristics.Demographicsinformationhelpstodescribe groupsof buyerssuchasheavyusers
of a productor brand. Demographicsusedincombinationwithbuyerbehaviorinformationare useful in
segmentingmarkets,selectingdistributionchannels,designingpromotionstrategies,andotherdecisions
on marketstrategy.(Cravens,Piercy;pg.79-80)3. The real testof a segmentformationschemeoccurs
afterit has beentriedandtheresultsevaluated.Are therewaystoevaluate alternativesegmenting
schemes