Student Centre | Instructor Centre | Information Centre | Home

Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Finding Target Markets through Segmentation

Web Research Questions


1		Visit the Canadian Football League's official Web sitehttp://www.cfl.ca/.At the top you'll notice a banner ad from MBNA Canada, a major credit card issuer, inviting fans to apply for a CFL credit card. The CFL credit card is one of many cards that the company issues. All of them are essentially similar but are differentiated by appealing to different target markets or affinity groups (like CFL fans). Would a credit card such as this, which identified you as a fan, appeal to you? Visit MBNA's affinity card site at http://www.mbna.com/credit_index.html. What types of affinity credit cards does the bank offer? Read more about brand sponsorship in the vignette about Adidas and the CFL in the vignette on page 224.



2		Trek, a manufacturer of bicycles, segments its customers in a similar way to the way the text segmented the bicycle market. Visit the Trek Web site at http://www.trekbikes.com/ and look at the section Find Your Trek Bike. What segments does Trek use? What else is on the Web site that is of interest to cyclists? See Exhibit 8-3 on page 232.



3		Have a look at BC Transit's Web site at http://www.transitbc.com/ and evaluate it as a marketing tool. Which of the target markets from Marketing Demo 8-2 (page 246) would this site appeal to? To increase demand, BC Transit is trying another approach. View http://www.transitbc.com/traveloptions/ to see the approach taken. Who is the target market in this case? Discuss the effectiveness of using this alternative approach.

2002 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.