Marketing Management

1. Develop a questionnaire to measure some AIO’s of your fellow college students. Administer the questionnaire to 20 students and generate lifestyle segments based on your results.

2. Identify one example in the marketplace of a company that has repositioned either itself or a competitor. Was the campaign successful? Justify your opinion.

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Visit the VALS website and complete the online questionnaire to find out the segment to which you belong. Take some time to read the segment descriptions.

Do you feel your segment accurately portrays your lifestyle? Next, take the survey again, but answer the questions from the perspective of someone else: your crazy neighbor, you elderly uncle, or your conservative grandfather. (NOTE: Make sure to click the “yes” button that asks whether you have taken the survey before.) Again, are you satisfied with the profile? Why or why not?

1. Find print advertisements that reflect segmentation based on the following:

a. Demographic based using ethnicity/culture

b. Attribute/benefit based

c. Behavioral based on usage occasion

2. Visit the PRIZM website and enter your own zip code to see your neighbourhood profile. Do you feel it accurately reflects your household and neighbourhood? Why or why not?

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