Essay/Discussion Items
1. In the crowded market for candy, cookies, and other sweet treats, Estee Foods (www.esteefoods.com) has successfully carved out a niche by offering a wide range of sugar-free products. Estee targets diabetics as well as other consumers who need or want to restrict their intake of sugar and other ingredients, like carbohydrates.
Discuss Estee’s target selection based on the three criteria in Section 2.3: segment characteristics, competition, and company fit.
2. Airbnb (www.airbnb.com) has uncovered a segment of leisure travelers that is not served by conventional hotel firms. Describe and discuss this segment based on four of the key characteristics of useful segmentation described in Section 2.1: identifiable, accessible, stable, and actionable.
Short Answer Items:
3. List and briefly define the major segmentation variables used in consumer markets. Give an example of two products that are likely to make use of each variable (either alone or in combination with other variables).
4. Briefly describe and give two examples of the lowest and highest levels of consumer market segmentation. What marketing approach is associated with these levels?
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