AB 219 Unit 5 Discussion

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AB 219 Unit 5 Discussion

Professor and Classmates:

I chose the Ford Company as my number one choice for the offering that is relevant to my needs.  I just recently purchased a Ford Escape and pricing, warranty, dependability, customer service, 4-wheel drive, and technologically advanced allowed me to make the decision.  I searched the Chevrolet and Kia Motors website but price and customer service were not as good as the Ford Company.

The VALS survey indicated that I am an achiever and a believer.  I feel that this is accurate to my vehicle choice.  I want a great vehicle that is dependable with a price that I can afford to achieve my present goals and I believe in the Ford Company in their reliability with other vehicles I have owned in the past.

Three factors that would and did impact my decision to buy the Ford Escape is family, lifestyle, and psychological factors (Lamb, Hair, & McDaniel, 2014).  Every major purchase is discussed with my spouse before deciding and will discuss the pros and cons.  My husband and I consider all major investments and come to an agreement, since we will both be making the payments on the vehicle.  Lifestyle an individual factor was important when deciding to buy a Ford vehicle.  I live in Pennsylvania and drive 30 minutes to work, I need a 4-wheel drive vehicle to get me to the hospital during a winter storm.  The psychological factor of beliefs and attitude were relevant to my Ford choice due to the belief that I have seen within my family of dependability and it gives me a great outlook and attitude to buy a Ford vehicle.   



Lamb, C. W., Hair, J.F, & McDaniel, C. (2014).  MKTG7, Mason, OH: Cengage.

Unit 6: Segmentation, Target Marketing, and Positioning

Respond to your Discussion topic after you have completed your Reading and Learning Activity.

Segmenting Consumer and Business Markets

Segmentation bases (variables) are used to identify particular characteristics, attributes, or traits of consumers or businesses. Consumer markets are typically segmented using 5 bases, including geographic, demographic, psychographic, benefit, and usage-rate segmentation.

Execute the following four steps to complete this Discussion assignment:

Watch the following animated explanations on segmentation of markets to develop a strong understanding of the concepts:

Understand the characteristics of markets and market segments.

Understand the criteria for successful market segmentation.

Understand the bases commonly used to segment consumer markets.

Understand the steps involved in segmenting markets.

Watch the following video on how the Food Network® uses segmentation and target marketing to appeal to consumers: View it here

Choose a cooking show from the Food Network® website (2014 Television Food Network G. P.) at: http://www.foodnetwork.com/shows.html to study and answer the questions below.

Using research from Chapter 8, to help substantiate your understanding of the segmentation and target marketing concepts, answer the following questions related to the segmentation and targeting of consumer markets for your chosen show:

Identify a minimum of three (3) segmentation bases that might be used to segment the market for your chosen show.

Describe the specific reasons each of the three (3) segmentation bases might be used to segment the market for your chosen food show.

Describe the type of target marketing strategy that might be used to reach the consumer for your chosen food show. Discuss the product differentiation strategy used to distinguish your chosen show from the rest of the shows on the Food Network® website (2014 Television Food Network G. P.).

Describe the most likely positioning base or bases that might be used to appeal to consumers in the target market for your chosen food show.

To obtain full credit for this Discussion, you must answer the available questions as thoroughly as possible. Your answer should be thoughtful and composed using complete sentences. Please follow the Discussion guidelines as provided in your Syllabus.

Be sure to comment on at least two of your classmates’ posts. Your comments should be substantial and well-reasoned. Just agreeing with comments of another student does not fulfill this requirement.

ID: AB219-06-07-D

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