Principles of Marketing — week 3

Segmentation and Product Strategy[WLOs: 1, 2, 3, 4] [CLOs: 1, 3, 4, 5, 6]

Select each tab to learn more.

Prepare

Prior to beginning work on this assignment, review

• Chapters 5 and 6 of the required textbook, Principles of Marketing
• Visit the Segment Details page of the Claritas360 website.

Instructions

Now it is time to think more deeply about segmentation and targeting to market your proposed product or service for your internship brand selected in Week 1 and also provide more details on different aspects of your proposed product.

Lets brainstorm some ideas about the segments of the market you want to select for your proposed product.

• Visit Claritas Segment Details page. You will find its tab next to the ZIP Code Lookup.
• Select the Narrow segments filter to see a list of demographic, geographic, and lifestyle criteria for segmentation to turn on or off.
• Select a few filters based on those ideas you brainstormed to see narrower segment categories.
• From the narrower selection, select three of the segments and review the information.

In your paper,

Segmentation

• Explain how the segments fit as a target for your proposed product or service.
• Address the lifestyle and media traits of those segments.
• Discuss how you would use this segment information for promoting your product or service to your targeted individuals.
• Apply the Segmentation, Targeting, and Positioning (STP) approach for your proposed product.
• Discuss the four bases of segmentation for your proposed product’s target market.

Product Strategy

• Describe which category of Product Categories your proposed product falls into.
• Explain how you plan to achieve competitive differentiation through creating customer value in the following four areas:
• Branding
• Packaging
• Support
• Quality
• Use subject headers for each of the questions asked.

Guidelines

The Segmentation and Product Strategy paper

• must be 3 to 4 double-spaced pages in length (not including title and references pages) and formatted according to
• as outlined in the Writing Centers
• resource.
• must include a separate title page with the following in title case:
• title of paper in bold font
• Space should appear between the title and the rest of the information on the title page.
• students name
• name of institution (The University of Arizona Global Campus)
• course name and number
• instructors name
• due date
• must utilize academic voice.
• Review the
• resource for additional guidance.
• must include an introduction and conclusion paragraph.
• Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
• For assistance in writing
• and
• , refer to the Writing Center resources.
• must use at least 2 credible sources in addition to the course text.
• The
• table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source.
• To assist you in completing the research required for this assignment, refer to this
• tutorial, which introduces the University of Arizona Global Campus Library and the research process, and provides some library search tips.
• You may also refer to the
• tutorial, which explains keyword searching process in the library to find scholarly articles, or the
• tip sheet, which provides some tips and strategies to make finding credible online research in a search engine such as Google easier and more efficient.
• must document any information used from sources in APA Style as outlined in the Writing Centers
• guide.
• must include a separate references page that is formatted according to APA Style as outlined in the Writing Center.
• Refer to the
• resource in the Writing Center for specifications.

Carefully review the

for the criteria that will be used to evaluate your assignment.