GB530-Unit-3-Discussion-

Market Segmentation Decisions

Introduction: Connecting with the best target market segments is a constant marketing challenge. Many companies understand how to use the marketing mix, American Expressâ„¢, AT&Tâ„¢, IBMâ„¢, Appleâ„¢, Southwest Airlinesâ„¢ are a few examples. VALSâ„¢ is a well-known psychographic classification system. VALS is a tool used to explain the relationship between personality traits and consumer behavior. VALS uses psychology to analyze the dynamics underlying consumer preferences and choices.

To-Do:

  1. Review Table 9.1 in the Kotler and Keller text: Major Segmentation Variables for Consumer Markets.
  2. Go to the Strategic Business Insights website and take the VALS survey. Retrieved from http://www.strategicbusinessinsights.com
  3. Discuss the following questions with your colleagues in the Discussion area below.
    • How does knowing the customer drive business success?
    • How would you evaluate VALS as a method of market segmentation? Share your own VALS survey results and if you thought the outcome accurate.
    • What types of products do you think would be most helped by VALS?
    • Could VALS be used to market globally? Include a relevant quote from your Kotler and Keller textbook.
 
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!

NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.