Scenario 4-6
Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend any of their matches. Long lines for seats have formed in the past with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a "priority seating" plan where fans would be given access to advance tickets based on the following schedule:
• "Lanemaster Club" - $10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total)
• "Strike Club" - $1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100 seats total)
• "Kingpin Club" - participants in local recreation bowling leagues - guaranteed bleacher seats for $10.00 to any match (100 seats total)
• "Pinhead Club" - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for $1.00 to any match (100 seats total)
-(Scenario 4-6) In marketing material that is used by the team to attract fans, the slogan "Two hours of down-home, wholesome fun" is used to attract ticket-buyers. This philosophy is an example of ____ segmentation.

Question

Quizplus · Accepted Answer

The slogan "Two hours of down-home, wholesome fun" is focused on the benefits of attending the bowling matches, appealing to fans who are seeking a fun and wholesome experience. This indicates that the marketing strategy is using benefit segmentation.

Scenario 4-6 Madison State University Has a Reputation for Having a Powerful