WEEK 1

Assignment: Market Segmentation

Using an organization and a product of your choice, write a paper discussing the major segmentation strategies including demographic, geographic, and psychographic, including the VALs categories,(see Chapter 3) that might be used to identify and target potential consumers for the chosen product. Evaluate each segmentation strategy, and determine which specific strategy (or strategies) might be appropriate for the chosen product.

Submit a four-to five- page paper (not including title and reference pages). In addition to the course text, utilize at least three scholarly sources from the Ashford University Library and format your paper according to APA style as outlined in the Ashford Writing Center.

Grading Criteria Market Segmentation

6 points

Content Criteria

Weight

The written assignment discusses the major segmentation strategies including demographic, geographic, and psychographic (including VALS) that might be used to identify and target potential customers for the chosen product.

1

The written assignment evaluates each segmentation strategy.

1

The written assignment determines which specific strategy (or strategies) might be appropriate for the chosen product.

1

Writing Skills

The written assignment demonstrates correct grammar, spelling, and punctuation.

.5

Research Criteria

The written assignment provides at least (3) scholarly sources from the Ashford University Library, in addition to the course text.

1

Style Criteria

The written assignment is four to five pages in length.

1

The written assignment is written in accordance with APA style as outlined in the Ashford Writing Center.

.5

 
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