MRKT 5000 Week 3 Case Analysis (Webster University)
Home Depot Builds on Research, Segmentation, and Targeting
Key Marketing Issues
Personal Case Analysis
1- What hypothesis do you think the product designer formulated before he began researching how consumers use buckets? Do you agree with his decision to use observation rather than another method of collecting primary data? Why?
2- Is Home Depot using differentiated targeting, undifferentiated targeting, or concentrated targeting? How do you know?
3- Which segmentation variables does Home Depot appear to be using to reach consumer markets? Why are these appropriate?
4- Do you think Home Depot is segmenting the contractor market using only business variables or a combination of business and consumer variables? Explain your answer.
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