This activity is important because the idea of a "one-size-fits-all" marketing strategy is no longer viable for most marketers targeting U.S. consumers. Even though it would be less expensive for firms to create one marketing mix and offer that to all consumers, this strategy would be very ineffective because there are so many differences among people. Marketing managers rely on market segmentation to increase the firm’s sales, profit, and return on investment.

Applying Segmentation to Consumer Markets
This activity is important because the idea of a "one-size-fits-all" marketing strategy is no longer viable for most marketers targeting U.S. consumers. Even though it would be less expensive for firms to create one marketing mix and offer that to all consumers, this strategy would be very ineffective because there are so many differences among people. Marketing managers rely on market segmentation to increase the firm’s sales, profit, and return on investment.

The goal of this exercise is to demonstrate your understanding of the different ways that managers segment consumer markets.