Activity Assignment: Marketing Self-Segmentation
Each of us fits different points within a plethora of marketing segmentation schemes. You have now been exposed to VALS categories and to LOHAS, to definitions of major US social classes, to identity marketing, and to demographic and psychographic modes of classifying clusters of buyers. You have also learned the key elements of a variety of market segments (target markets). Based upon the knowledge gained from your text, Required Readings, and Lecture and Research Update, respond to the following. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself.
Task
1. List and define three market segments (target markets) into which you fit.
2. Discuss each of the three market segments - including descriptors such as demographics, lifestyle, and usage behaviors of each and why you believe you fit into each one.
3. Apply Maslow's theory of motivation to each of the market segments. Based on the demographics, lifestyle, and usage behaviors you indicated, select three primary needs for each of your three chosen market segments and describe how each need would drive buying behavior.
Format your assignment according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.