Assignment:
Segmentation, Targeting, and Positioning
Select an industry/product class in which you are interested. Conduct a segmentation analysis for that product class: Identify and describe the appropriate bases of segmentation from your textbook. Use the three-step process discussed in class. What market segments appear to be the most lucrative/viable? Why? Draw a perceptual map for a segment in that market and discuss the various products' positions. Attach ads as appropriate to support your analysis.
The purpose of this assignment is two-fold:
1.To give you practice in applying the concepts that we are learning in class to examples which you select. Note that this assignment is application-oriented.
2.To hone your critical thinking skills. You are asked to evaluate the particular example for its appropriateness or inappropriateness, based on concepts learned in class. I expect your critique to be thoughtful, meaningful, and constructive.
Your paper must be turned in at the start of class on the day it is due.
Ethics/Integrity: I assume that students are familiar with the student code of conduct: papers previously submitted in other classes may not be used in another course. Plagiarism of any sort will be dealt with in a serious fashion.
Formatting: Papers should be between 4-6 pages (typewritten, 12-point font, double-spaced); the pages should be numbered, starting page 1 with the first full page of text.