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Marketing and Segmentation Problem - Research Paper Example
Author : chelseykuhn
Pages 4 (1004 words)
Marketing Research and Segmentation Problem Introduction The hospital considered for this research paper is found to be involved with providing an array of medical facilities to the underprivileged as well as to the general people. The hospital is recognized to be amongst the oldest in New England…
Therefore, it can be mentioned in a nutshell that the hospital caters to the general people with a wide range of medical facilities. Research A research on the consumers in the area surrounding the hospital would be carried out with the help of Value and Lifestyles (VALS2) and Potential Rating Index by Zip Market (PRIZM). VALS2 This tool for lifestyle analysis makes an endeavor to contour consumers by categorizing into three diverse orientation groups and they are principle oriented, action oriented and status oriented. Each of the categories is believed to be supported by two dimensions and they are resources as well as self-orientation. The orientation groups are then again sub-grouped into eight diverse lifestyle segments. These mentioned lifestyle segments are known as actualizers, fulfilleds or survivors, achievers, believers, experiencers, strivers, makers and strugglers. The medical facility or rather the hospital is assumed to be located in the United States (US) where the population has been learnt to be alienated into three main consumer kinds as previously mentioned. The principle oriented individuals are the ones whose selection for services is presided over by their respective beliefs rather than their requirement for support from other individuals. ...