Question & Answer: http://www.harryanddavid.com/harryanddavid-home Visit Harry and David Gourmet Gifts to examine how that company implements occasion segmentation…..

http://www.harryanddavid.com/harryanddavid-home

Visit Harry and David Gourmet Gifts to examine how that company implements occasion segmentation with its individual products and its monthly club services. Write a report in which you describe two clear examples of occasion segmentation on the site. Also identify two examples of product segmentation on the site and explain how the company uses its Web site design to channel customers into the segmentation path that is most appropriate for them.Your report should be about 200 words

Expert Answer

TYPE OF FIRM	SEGMENTATION BASE	POSSIBLE MARKET SEGMENTS
Banking	Demographic segmentation	Young couples, young families, older families, pre-retirement, retired
Mobile phone carriers	Benefit segmentation	Highly social, work-oriented, safety contact, status symbol
Frozen food manufacturers	A broad mix is used here: Demographic segmentation Psychographic segmentation Behavioral segmentation	Single households, diet-conscious, family dining, parties, budget-conscious, variety seekers
Toothpaste	Benefit segmentation	Teeth whitening, sensitive teeth, fresh breath, cavity protection, tartar control
Restaurant	Behavioral segmentation	Regulars, special occasion, business lunch, quick spot

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