Identify the four bases of Market Segmentation and give three market segmenting variables that demonstrate each of the four bases.

Identify the four bases of Market Segmentation and give three market segmenting variables that demonstrate each of the four bases.

I need a reply/response to these discussion board answers. Just read the discussion board answers, and respond to the information you read by also adding your own point of information about each topic itself to each discussion board answers not about how to correct the person answers by saying he or she needs to add more information or saying you agreed without stating why. Just three to five Lines response each. Please I need good and quality response to these discussion board answers. Please I need good and quality reply, and pls i want you to add more information about the their answers n your contribution to my classmates answers and topic.


Consumer behavior MRKT 410



Based on the readings (from Week 2 Learning Resource list), complete the questions below.  Utilize headings to organize your responses.  Research outside sources, cite within your text answer and then fully cite the source at the bottom of your response.  Discussion this week center around two topics: Market Segmentation (which should be review from Principles of Marketing) and learning about Consumer Behavior Research methods.

  1. A) Identify the four bases of Market Segmentation and give three market segmenting variables that demonstrate each of the four bases.
  2. B)  Based on the article found in the Learning Resource tab of the classroom entitled “How Companies Learn Your Secrets” answer the following questions in order. 

B-1) What surprised you the most about the article?

B-2)  Which approach to Consumer Behavior Research is being used?  Why?

B-3) What types of questions are they trying to answer through this research (think of these on your own).

B-4) Do you think this type of research is insightful and worth the money?



Robyn Morrison



The four bases of consumer market segmentation include Demographic Segmentation, Geographic Segmentation, Psycho-graphic Segmentation and Behavioral Segmentation (Chand, 2016). Demographic segmentation divides the markets into groups based on variables such as age, income, and sex. Geographic segmentation divides the market into geographic unit groups such as states, cities or even neighborhoods. Psycho-graphic segmentation divides the marketing into groups based on personality characteristics such as attitudes, habits and lifestyle choices. Behavioral segmentation divides market groups based on knowledge of and attitude towards a product as well as how likely are they to be a repeat customer.

  1. Based on the article found in the Learning Resource tab of the classroom entitled “How Companies Learn Your Secrets” answer the following questions in order.
  • B-1) As a frequent Target shopper, I was surprised to read that I had a guest ID number and especially that it held so much information about me. I was pretty surprised to read that Target wasn’t only gathering transaction information on what I bought but also person information like my age,  if I am married and have kids, which part of town I live in, how long it takes me to drive to the store, my families estimated salary, whether I’ve moved recently, what credit cards I carry, and where I like to shop online (Duhigg, 2012).
  • B-2)  Quantitative research is being conducted to predict consumer behaviors. Observational research is being used to gain an understanding of the consumer in relations to products and Target as a business. With the lower cost of quantitative research, Target is able to gather a vast majority of information on customers. While the information will not be as specific, it does offer a wide range of information to add to each guest ID profile from what they purchase to where they live. Observational research offers a company the opportunity to track what is purchased and when, and the relationship to repeat purchases as well as satisfaction.
  • B-3) Target is trying to pinpoint what you buy and when you buy it. They are able to concentrate on when the ideal time is to market new customers and new products.With the idea that by targeting pregnant women when they are most likely to be open to new consumer relationships, it allows Target the opportunity to strike while the iron is hot to to speak. If Target is able to demonstrate that all the consumers needs can be met at one place and offer great customer service, they will earn a new loyal consumer.
  • B-4) I absolutely do believe that is worth it. It allows Target the ability to create  a direct marketing plan for each guest ID based on what they prefer. Past purchases are often a good prediction of future ones. While it may concern some people being placed into certain categories or being tracked, it really does allow for the consumer to have an optimized shopping experience.






Cassi Sahut

Discussion 2

  1. A) The Four Bases of Market Segmentation are:

Geographic: Businesses that use this segmentation strategy divide the market into regions or locations. Some regional variables used to determine the segmentations are; climate, continent, population density and growth.

Demographic: For this segmentation, a company divides the larger market into groups based on several variables. Variables like, Age, Gender, Occupation and income.

Psychographic: is segmentation using a person’s lifestyle or personality traits. Companies look to identify consumers based on variables like, opinions, attitudes, values and social class.

Behavioral: With this strategy, segmentation is based on customer interest or experience with the company or products (Kokemuller, n.d.). Variables such as occasion, usage rate, brand knowledge and loyalty status aid in determining behavioral segments.

  1. B) Based on the article found in the Learning Resource tab of the classroom entitled “How Companies Learn Your Secrets” answer the following questions in order.
  2. What surprised me the most was the amount of information that companies can obtain on consumers. It’s astonishing and frightening all at the same time. The fact that a retailer could have info on what credit cards I have, websites I visits, my relationship status, or job history is unsettling. I knew retailers collected information about customers but not the sheer scope of that info or that customers are assigned an ID number.2. The Approach to Consumer Behavior Research being used is Primary. Pole observed customers and asked them questions. He did the research himself and didn’t get the info second hand. Pole used behavioristic segmentation to determine what types of products consumer namely pregnant women buy. So, he could determine whether a customer was pregnant or not to better advertise to them. Pole used an analytical program he developed to find patterns in the products the pregnant women buy in certain trimesters. As Pole’s computers crawled through the data, he was able to identify about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score (Duhigg, 2012). This will allow target to identify which women are in there second trimester and aid them in creating new shopping habits.

    3. The types of questions they are trying to answer with their research are: how consumer habits are created and what can we do to change or influence those habits? Can we collect enough consumer information to determine certain aspects of a consumers’ life like pregnancy without being told? When are consumer habits more flexible?

    4. This type of researcher is insightful and wroth the money because it allows companies to determine when consumer habits become more flexible and willing to spend more at their store. For instance, if companies can identify pregnant shoppers, they can earn millions because new parents are the most flexible consumers.


Organizational behavior BMGT 464


Complete the Big 5 personality test and Jung test given in our content area. NOTE: The Jung test is the same typology as the MBTI discussed in our Saylor text chapter 3. Compare your results and explain what you have learned from this: what did you learn about yourself? Was either test accurate or would you devise your own (if so, what components would you include?)? Based upon your own work experiences, would these be effective in the workplace—why or why not?


Erin Cullum LA1

I have always found these sort of test interesting and had taken similar ones in the past.  The results did not indicate anything new that I had not already learned in the past.  I do find them to be pretty accurate to how I perceive myself.  Where I work, we have an opportunity to take the MBTI test and go through a learning session to really understand what your results mean.

These sort of tests would be useful in the workplace.  The usefulness of these tests could help employees and managers know more about each other.  It can strengthen emotional intelligence by creating awareness of each other’s emotions (Organizational Behavior, 2014).  According to Rachel Green (2011), emotions can drive behavior and create motivation that can ultimately drive productivity.

These tests can also be an indicator of the self-esteem of the individual.  Those with higher self-esteem have lower scores in neuroticism and more likely to extroverts (Hitti, 2005).  The results can also be a gauge on the individual’s organizational citizenship behavior (OCB).  Those that are agreeable and conscientious are more likely to perform OCB which helps others and benefits the organization (Organizational Behavior, 2014).

My results for the Jung typology test I was an ISTJ (Introvert, Sensing, Thinking, Judging). In the Big 5 personality test, my results indicated that I:

  • Openness: prefer traditional familiar experiences
  • Conscientiousness: am organized and reliable
  • Extraversion: enjoy spending quiet time alone
  • Agreeableness: find it easy to criticize others
  • Neuroticism: generally relaxed

My results would indicate I may not be as open to change, have a higher motivation to perform, may not have an easier time adjusting to a new job, am not as tolerant, and create a fair climate at work.  I also feel that I have a high locus of control which could be contributed by my high degree of conscientiousness.  High locus of control individuals believe their actions control their own destiny (Organizational Behavior, 2014).

While I said at the start of my post that I had not learned anything new about myself through these tests, I do now have a stronger understanding on how these tie to organizational behavior.  If everyone took these tests, they would have a much better understanding about their behavior and what it means in the grand scheme of the organization and organizational behavior.

Marguerite Van Ness

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