Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Question
Chapter 9, Problem 1AMK
Summary Introduction
To discuss: The variables that may be utilized to segment the consumer markets a) lawn mowers, b) dry breakfast cereals, c) frozen dinners, and d) soft drinks.
Introduction:
Marketing is an activity in which set of institutions are created, communicated, delivered and exchanged so that value can be added for the customers and other clients as a whole.
Expert Solution & Answer
Explanation of Solution
- a) Lawn mowers: Kind (powered, non-powered, sitting, gas, walking, electric, robotic), lawn (kinds-field, yard; area-square footage), or location (suburban, rural, city).
- b) Frozen dinners: Ethnic kind, size of the family, price (regular, budget), cooking (oven, microwave), health consciousness (low carb, low fat) or price (generic, branded).
- c) Dry breakfast cereals: Age (adult, teenager, child); health consciousness (vitamins, low carb, “heart healthy”), or cost (generic, branded).
- d) Soft drinks: Flavor and type (noncola, cola); health consciousness (low carb, vitamins, fitness, sugar-free), or cost (generic, branded).
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