Marketing Writing assignment

timer Asked: Nov 22nd, 2013

Question description

I need help with a writing assignment. Here's what's required Segmentation Plan General requirements: 

1. This is a MS Word document, 12-point Times New Roman, 1” margins. 

2. Spelling, grammar, and punctuation will count as described in the syllabus. 

3. It must be submitted by the Wednesday, November 27 in MS Word format. 
Component requirements: Part One: 


You must write a 5 paragraph description of target markets and why they are important to a marketing plan. Be sure to discuss each of the following: · the general concept of segmentation · why firms use segmentation and target marketing · name and describe the ways in which markets are segmented (hint - there are four) · how the terms homogeneous and heterogeneous are applicable to segmentation 

Part Two: Identify one each primary and secondary segments for your product or service. Remember that the primary segments are those consumers that you are most interested in capturing. A secondary segment is a group that is important to you, but less critical than your primary target. 

Your analysis should include: 1. A description of each of the two markets. 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" and "Little Old Lady Cat Lovers". This should be a 1-2 paragraph narrative describing the segment. 2. How you are segmenting the groups. Be VERY specific and use at least TWO of the four types of variables (demographic, psychographic, geographic, and behavioristic) 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 who and what comprise your segments. You may find that bullets are helpful in part 2. 3. Describe why you selected these segments. Be sure that you support your choices, remembering that selecting the wrong group means that you will be spending your promotional budget poorly.

Second Piece

I must select a website that interests you. DO NOT select any of the “biggies” such as Amazon, Ebay, Yahoo, Facebook, and YouTube. Your site must be an e-commerce retailer such as Newegg or Harry and David’s. To make your post more interesting to your classmates, try to select a site that is less well known or a bit off-beat, however, make sure it is appropriate for a family audience.

Once you have selected your site, please address the following:

How do you think the site is segmenting its customers? You should identify at least two segments and define each of them using no less than two traits from psychographics and two from demographics. You may find it easier to do this using a combination of descriptive text and bullets.

Then, look for the targeting messages. What promotional or advertising messages are they using to target the segments you identified?

Finally, evaluate both the segmentation choice and the messages. Are they appropriate to the product line and nature of the site? Why or why not? What might you do differently if you were in charge of marketing for the site?

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