Saintleo MKT301 Module 5 Assignment Latest 2019 January
MKT301 Principles of Marketing
Module 5 Assignment
Segmentation
We will spend a week
in class discussing segmentation. For this component you will be required to
identify and define the market segments you will target in your plan. It is
vital to your success in this assignment that you complete Module Four, including
all the activities and the Elder Care Scenario.
You must have a
minimum of TWO segments for your project.
Your analysis should
include:
1. A narrative description of each of
the segments. You are required to give each a name. For example, if I were segmenting
older consumers for a pet product I might have “Empty Nesters” or
“Little Old Lady Cat Lovers”. This narrative is usually a one
paragraph summary of the segment’s profile.
2. How you are segmenting the groups
(demographics, psychographic, geographic or other criteria) including the
characteristics of your target segments. Be VERY specific and use no less than
four demographic and four psychographic variables for each of your segments.
You may use any
combination of text, charts and graphs you wish to accomplish parts 1 and 2.
However, be sure that it is clear what, and who, comprise your segments.

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