ASSIGNMENT NO 1

Marketing for Managers

Submitted By: Hajra Ubaid

Roll No: 51988

Submitted To: Mr. Waqas Rana

ASSIGNMENT 03:
CUSTOMER-DRIVEN MARKETING STRATEGY CREATING VALUE FOR
TARGET CUSTOMERS

Identify the type of segmentation base being used by each firm.

1. Psychographic, Demographic
2. Geographic, Psychographic
3. Behavioral
4. Psychographic
5. Demographics, Psychographic
6. Behavioral
7. Demographic
8. Psychographic, Behavioral
9. Demographic, Psychographic, Behavioral

Are there any examples above where the approach used could be classified as more than
one of the segmentation base options?
Yes, examples 1, 2, 5, 8 & 9 use more than one segmentation base options.

A number of the firms use hybrid segmentation, what would be the advantages of this
approach?
Using hybrid segmentation can help firms to determine and construct a very clear and
directive market segment. Using this approach for segmentation, organizations can have a
much stronger understanding of each of the identified segments.

Do you think there is one best segmentation base that most firms should utilize? Why?
Yes, all the firms should utilize psychographic segmentation base as it provides a much
narrower and targeted view of the customer or consumer. Psychographics move the business
closer to the right customers and consumers who are likely to buy their products and services.