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:

1. 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.
2. Watch the following video on how the Food Network uses segmentation
and target marketing to appeal to consumers: View it here
3. 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.
4. 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.