Marketing Variables
1. To segment the magazine market, there are a number of variables in the market audience that could be used: age, gender, educational background, hobbies, political interests, and marital status. For example, Parenting magazine would most appeal to married adults between 18 and 40 that have, or are expecting, children, while Field and Stream would be appealing to men with hunting and fishing hobbies. The four variable groupings of the marketing mix-price, product, place, and product-could also be used to segment the market ("The Marketing Mix"). Segmentation keeps the publication from trying to "be all things to all people" (Kaplan & Norton). The price will stratify the market easily, as not everyone can afford professional journal-type magazines that cost $100 per year or more. The product stratifies the market by interest as stated above. Place stratifies the marke
t, since people will only buy magazines they have access to; they will tend to buy magazines they see in stores where they shop or near their workplace. The prepackaged servings would be handy for owners to carry along when taking their dogs about town with them; the small aluminum foil packets-a full serving for small-sized dogs-could be tucked inside a handbag or backpack and served at mealtime, wherever the couple is. Prepackaged servings would also be useful for empty nesters with memory problems, because they could lay out the number of packets they need each day, and when those are gone they know that the dog has had all of its meals for the day. The protein can largely come from the owners' food, and guidelines would be printed on the package so that the food would provide a full complement of nutrients if given along with the right human foods. The diet cola could appeal to any age group interested in consuming less sugar or fewer calories, so its market could be segmented easily by age or other factors, such as gender. The magazine directed toward conspiracy theorists is already directed at a particular, narrow segment. Garbage bags that hold 400 pounds of garbage per bag would only be useful for people who can lift or drag 400 pounds. These would essentially be the prepackaged servings, only salable by the packet instead of the box. Furthermore, presumably this line of Mercedes will be less expensive than the others, affording some consumers the opportunity to own a Mercedes from this line when they could not afford a regular Mercedes. However, the Mercedes and the diet cola could be segmented. For the empty nesters, three new dog food products might be considered: a box of prepackaged servings, food designed to be mixed with the owners' food, and single-serving meals. This would be a help to elderly people on a fixed budget who have difficulty buying both their own food and their pet's, particularly if they generally have leftovers. The single-serving meals would allow owners to purchase just one meal at a time for those times when their budget is too tight to buy a full box of serving packets or a full bag of food.
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Acceptance Essays
