Business Finance
The Kitchen Show

Question Description

Segmenting Consumer and Business Markets

Segmentation bases (variables) are used to identify particular characteristics, attributes, or traits of consumers or businesses. Consumer markets are typically segmented using 5 bases, including geographic, demographic, psychographic, benefit, and usage-rate segmentation.

Execute the following four steps to complete this Discussion assignment:

1. Watch the following animated explanations on segmentation of markets to develop a strong understanding of the concepts:
• Understand the characteristics of markets and market segments.
• Understand the criteria for successful market segmentation.
• Understand the bases commonly used to segment consumer markets.
• Understand the steps involved in segmenting markets.

2. Watch the following video on how the Food Network® uses segmentation and target marketing to appeal to consumers: View it here

3. Choose a cooking show from the Food Network® website (2014 Television Food Network G. P.) at: to study and answer the questions below.

4. Using research from Chapter 8, to help substantiate your understanding of the segmentation and target marketing concepts, answer the following questions related to the segmentation and targeting of consumer markets for your chosen show:

  • Identify a minimum of three (3) segmentation bases that might be used to segment the market for your chosen show.
  • Describe the specific reasons each of the three (3) segmentation bases might be used to segment the market for your chosen food show.
  • Describe the type of target marketing strategy that might be used to reach the consumer for your chosen food show. Discuss the product differentiation strategy used to distinguish your chosen show from the rest of the shows on the Food Network® website (2014 Television Food Network G. P.).
  • Describe the most likely positioning base or bases that might be used to appeal to consumers in the target market for your chosen food show.
  • Add references

Final Answer

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Surname 1
The Kitchen Show
The kitchen cook show offers a wide range of cooking recipes and meal tips from the
various food network hosts. The hosts include Sunny Anderson and Jeff Mauro. The recipes
offered are those of simple dinner dishes and general meal tips for families. The show also
provides a segment where the hosts respond to questions from the viewers. Segmentation bases
are the different characteristics of individuals that are used in defining the different market
segments. The bases range from geographical areas, gender, age, the income of the buyers and
their different buying behavior. All these are characteristics on which a marketer is keen on
before identifying the different segments (
In The Kitchen cook show; three main characteristics may be used to segment the market.
The first base is the behavior of the different customers. The customers under this base are
divided according to their behavior towards the product which in this case is the show. There are
those that want to benefit from the show. For this purpose, the sh...

Neal (1141)
Carnegie Mellon University

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