Leon G Schiffman Joseph Wisenblit S. Ramesh Kumar

1. GROUP NUMBER 6

2. SWAPNANSU
NAYAKSOMA ROY
SYED
AHMED
ALI
RIZWAN ALI
PRIYA
SRIVASTAVA

3. QUESTION 6 :- Some
marketers consider benefit
segmentation as the
segmentation approach
most consistent with the
marketing concept. Do you
agree or disagree with this
view? Why?

4. I would agree that benefit segmentation is the approach most
consistent because it taps into the motivations of consumer’s
decision making process. In class, it was discussed that a
mother goes to a grocery store to buy ingredients to make
cookies. Her motivation for baking these cookies would be the
happy and smiling faces of her children when they eat them,
not because she wants them for herself. The motivating factor
for her actions is to seek happiness in her children and that is
the benefit of driving the buying motivation.

5. BENEFITS SEGMENTATION EXAMPLE
An Athletic Footwear Company
People, who run an athletic footwear company can use this concept
to segment their market into trail runners, professional runners, and
recreational runners. Footwear for trail runners must be
comfortable, less slippery, and must reduce the risk of injury. On the
other hand, shoes of recreational runners must be comfortable,
stylish, and inexpensive. Shoes for professional runners must be
adequately cushioned, stable, flexible, and lightweight.