solution

1. Identify your brand.

Kimpton Hotels & Restaurants

1. List at least 3 variables for the following segmentation categories:

1. Demographic: Age, Generation/Life cycle, Education, Occupation, Income, Ethnicity, Gender
2. Geographic: Variables:•City•State•Country•Region•Zipcode•Location (Miles radius)•Urban/Suburban/Rural
3. Behavioral: Usage Rate (purchase amount $), Usage Rate (purchase frequency #), Benefits Sought, User / Loyalty Status, Occasion / Purpose of trip
4. Psychographic: Lifestyle, Personality Traits, Values & Attitudes, Activities Interests and Opinions (AIO), Social Status

1. Conduct market segmentation and targeting for your brand – Segment the brand’s market into at least 3 different categories (list actual segmentation examples and make sure you identify both the segmentation category and variable you are using! You must use 3 different segmentation categories) and label (identify) the target market from your market segmentation table below. (Keep this table in your assignment submission.) You need to perform segmentation and targeting as we learned in class to receive points for this question.

Category (variable)	Category (variable)	Category (variable)

1. What are the most outstanding trends/characteristics of your target market you identified above (in Q3)? List at least 2 examples and include your explanation.
2. In targeting, what are the three factors to evaluate the market segments? Briefly explain each.
3. As the Marketing Director, which additional emerging market segment would you target to increase demand? Briefly explain why you would target this new segment.
4. As the Marketing Director, what type of marketing strategies would you implement to attract that new target market (from Q6)? List at least 2 examples and briefly explain why.