Lesson 3: Market Segmentation and Buying Behavior

Activity 3: Marketing Self-Segmentation (100 points)

Each of us fits different points within a plethora of marketing segmentation schemes. You have now been exposed to VALS categories, to LOHAS, and BoBos; to definitions of major US social classes, to identity marketing; and to demographic and psychographic modes of classifying clusters of buyers. You have also learned the key elements of a variety of market segments (target markets). Based upon the knowledge gained from your text, Required Readings, and Lecture and Research Update, respond to the following.  Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (100 points) (A -page response is required.)

Part A List and define four (4) market segments (target markets) into which you fit. 

Part B Discuss each of the four (4) market segments – including descriptors such as demographics, lifestyle, and usage behaviors of each and why you believe you fit into each one. 

Part C Apply Maslow’s theory of motivation to each market segment. Based on the demographics, lifestyle, and usage behaviors you indicated, select two (2) primary needs for each of your four (4) chosen market segments and describe how each need would drive buying behavior.