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