1. Define market segmentation
2. What is the purpose of segmenting a market?
3. Mention some segmentation criteria
4. Give examples of products which are targeted at a gender-based segment
5. State reason why a growing number of companies has started using lifestyle as segmentation criterion
6. Mention the five different lifestyles of the Danish MiniRisc model
7. Sum up the characteristics of the MiniRics segments and the VALS segments. Discuss possible products suitable for the segments of the MiniRics model
8. Describe the four age subcultures mentioned in the text
9. Mention products targeted at children
10. What aspects must be taken into consideration when evaluating segments?
11. Name the tree different market-coverage strategies
12. Define the term niche
Market segmentation is a process of dividing a heterogeneous market into homogenous segments based on specifications like geographic, demographic, psychographic, and behavioral.
With those the companies split buyers into distinct, measurable groups that share similar wants and needs.
The green segment is like the blue quite modern, but in a more conscious way. Their purchasing decisions is driven by a commitment to have positive social, economic, and environmental impact. Their lifestyle is alternative in that way as well.
They will most likely be a part of an organization, be intellectual and like to work on their personal development.
When it comes to politics, they tend to be supporters of: The Socialist People’s Party (Social Folkeparti), The Red Green Alliance (Enhedslisten), The Danish Social Liberal Party (Det Radikale Venstre) or The Christian Democrats (Kristendemokraterne).