Here is a good video that Karen James (professor at LSUS) shared with me on defining a target market. It fits well with Chapter 4. You may want to show it before you talk about market segmentation. (Please ignore the title of the video, it doesn’t fit.)

Defining a Target Market Video (3:26)

Discussion Questions:

  1. From the video, identify the demographic and psychographic characteristics of the primary market segment called “Day Trippers.”
  2. Why is this segment called “Day Trippers?”
  3. Identify the demographic and psychographic characteristics of the secondary market segment called “Boating and Fishing Enthusiasts.”
  4. How can the demographic and psychographic information be used by marketers?

About Dr. Ken Clow

Co-author of textbook.

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