Market-Based Management 6th Edition by Roger Best

Exercise 13

The five interactive marketing performance tools and application exercises outlined here will strengthen your understanding of segmentation strategies and customer relationship marketing. To access the tools, go to www.MBM-BEST.com. For many of the questions, you can determine the answers by entering data included in the questions. You may also enter other data to see the results, and you can save your work. Each application exercise is based on the Chapter 5 figure in parentheses.
Needs-Based Segmentation (Figure 5-3)
A. Using the laptop product-price configuration provided, create a needs-based segment for laptop users who have home businesses and work on their laptops 4 to 6 hours a day, including while on out-of-town business trips.
B. Next, using the laptop product-price configuration provided, create a needs-based segment for a high school student with a limited budget who wants to buy a laptop for school assignments, e-mail, and entertainment.