You have been hired as a marketing consultant by a small business owner who sells one-of-a-kind designer dresses for proms, weddings, and special occasions. A very small amount of dresses is offered, but each are hand-made and on the high end in price. Before planning a marketing campaign, the owner would like to get a better sense of her customer segmentation.
Consider what you learned in this week’s lecture about the different categories in segmentation: demographic, geographic, attitudes, and behavior. Based on the shop owner’s products, describe different characteristics of segmentation and how they apply to her business. When discussing behavior segmentation, don’t forget to include how the 6 types listed in the lecture would help with focusing on who her customers are for these dresses. Which of the 6 types would apply to those interested in these types of dresses?
*Reflection
In this week’s lecture, you learned about the importance of target marketing, and how to drill down using the concepts of segmentation and positioning. Reflect back on a recent purchase you made, whether it was in-person or online. In more than 200 words, consider what drew you to make that purchase from the specific company you bought it from. Share which concepts from this week’s lecture you feel were employed to market that company and/or product to you.
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