Scenario: The Board of Directors at Viking River Cruises as selected you as their team to identify a viable new market segment to expand their offerings and communications. You have been asked to expand your offerings Create a memo that details your strategy directed to the Board of Directors of the organization. Include the follwing What method of segmentation did you use to determine a new target: Demographic segmentation, Geographic segmentation, Firmographic segmentation, Behavioral segmentation, or Psychographic segmentation Why select the method or these methods? How to determine the attractiveness of this target? Which of the 4 types of targeting are you recommending and why? Describe the new target for this company? Develop a value of proposition that this segment would respond to ?
Scenario: The Board of Directors at Viking River Cruises as selected you as their team to identify a viable new market segment to expand their offerings and communications. You have been asked to expand your offerings Create a memo that details your strategy directed to the Board of Directors of the organization. Include the follwing What method of segmentation did you use to determine a new target: Demographic segmentation, Geographic segmentation, Firmographic segmentation, Behavioral segmentation, or Psychographic segmentation Why select the method or these methods? How to determine the attractiveness of this target? Which of the 4 types of targeting are you recommending and why? Describe the new target for this company? Develop a value of proposition that this segment would respond to ?
Chapter6: Target Markets: Segmentation And Evaluation
Section: Chapter Questions
Problem 2DYMP
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Scenario: The Board of Directors at Viking River Cruises as selected you as their team to identify a viable new market segment to expand their offerings and communications.
You have been asked to expand your offerings Create a memo that details your strategy directed to the Board of Directors of the organization. Include the follwing
- What method of segmentation did you use to determine a new target: Demographic segmentation, Geographic segmentation, Firmographic segmentation, Behavioral segmentation, or Psychographic segmentation
- Why select the method or these methods?
- How to determine the attractiveness of this target?
- Which of the 4 types of targeting are you recommending and why?
- Describe the new target for this company?
- Develop a value of proposition that this segment would respond to ?
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