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the subject is Marketing. 2nd Canadian edition

Lamb Chapter 6 Web Exercise

Segmenting and Targeting Markets

Vignette: Market segmentation in the clothing industry is reflected in the discussion of ModRobes.

Featured URL: www.modrobes.com

All About Eve
Women long ago came of age as wage earners and keepers of the purse strings. Furthermore, women have both the capacity and the willingness to buy. For all these reasons, women have been a magnet for marketers. There clearly is money to be made from tailoring marketing mixes to women. Different groups of women have different wants and needs, which must be studied carefully in order to clearly define marketing objectives. The women's segment is large, identifiable, measurable, and accessible. It can also be highly responsive, depending on the variables.

Deconstructing a "Women's" Site

Choose one of the women-oriented Websites provided in the Resources section, and answer the following:

  • How many different variables can you find represented in the material in this site?
  • What are the personality traits and motives represented?
  • What lifestyle is reflected in the copy and images throughout the site?
  • What information on the site is specific to a geographic region?
  • Who is represented by a particular demographic or psychodemographic?
  • Which ethnic backgrounds can be identified?
  • Which age groups are targeted?
  • What information takes into consideration the family life cycle?
  • What occupations and income brackets and what marital status would the majority of subscribers to this site be most likely to belong to?

Resources

Women CEOs

Joy Covey Chief Financial Officer at Amazon.com Judy Estron - senior VP at Cisco Systems
Hewlett Packard's Chief Executive - Carly Fiorino Meg Whitman - CEO of eBay
Candice Carpenter - founder of iVillage.com Mary Meeker
Managing director, Morgan Stanley Dean Witter

Women's Television

Women's Websites

Article


Extend the Activity

These Web Exercises provide an additional opportunity for exploration of Chapter 6.

1. Role Model

Choose one of the women CEOs profiled in the Resources section.<Invent ten questions you would ask her in an interview for a business and marketing magazine. Create this interview so that it would appeal to both men and women.

2. The Women's Channel

WTN claims that its programming reflects contemporary women's values and the issues that are important to Canadian women. Develop a survey to be taken by female college or university students. In your survey, ask questions about the topics currently being featured in the WTN e-zine. Find out on a scale from 1 to 10 how they rate the site's many features. Find out what programs they view on WTN, and how often they view them, and they rank them.

3. Following the Leader

In this Web Exercise, you are going to be looking at female CEOs. Think about their influence on the women's market.<What are some of the advantages for a company in having a woman in a leadership role? Are these women better than men at developing strategies for the women's market? What special strategies do you think these women developed in order to get where they are now?<How did they avoid the "glass ceiling"? Come up with a list of pros and cons: woman vs. man for CEO.

Create a profile of an outstanding woman leader for today's digitally oriented society. Look for ideas in the profiles linked to women CEOs in the Resources section. Use images as well as words to describe the ideal female businesswoman in a leadership role.

4. One Man's Opinion

In Resources you will find the article "Women's Leisure and the Internet" by Joel Tone. Read it, and then write a review of it. Do you agree or disagree with this point of view?

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Activity Resources Extend the Activity