Chapter 05

Go to the SRI Consulting Business Intelligence website (http://www.sric-bi.com/VALS/) to identify the various VALS value-based segmentation categorizations. Study the different types listed and list the kinds of products that would be appropriate for the different types of value segments. Defend your product/category matches. See if you can find copies of ads for these types of products on the Internet and determine to whom the ads are being targeted. How do you know? How would you change the ads to target the appropriate VALS segments?

Go to the websites for successful retailers like Marks & Spencer (www.marksandspencer.com), Crate and Barrel (www.crateandbarrel.com) and Pottery Barn (www.potterybarn.com) and see if you can find evidence for particular bases for segmentation which they are utilizing. How do they segment their customers? Can you tell? What is your evidence for this? Are there similarities across these websites? Would these approaches work for other retailers? How do you know?

Oxford University Press, Online Resource Centre, Chapter 05.