Marketing project!

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Topic:  Chapter 7:  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.  
**  No late papers accepted.  **  (Please do not ask; it is unfair to your classmates.)  
 
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.

 

Grading Criteria:  My grading of your papers will be based primarily on your ability to provide a systematic, critical analysis of your topic, based on class concepts.  In addition (because writing clearly, concisely, and accurately with correct grammar and spelling is very important, not only for this class, but also for your future), proficient use of writing skills will be part of my assessment.  
 
40% of your grade will be based your detailed elaboration on class concepts appropriate for your  paper.  Be sure to include sufficient supporting detail to communicate a clear understanding of class concepts in your paper (independent of your application of them).  Be sure to cite and reference your textbook appropriately.  
 
40% of your grade will be based on your accurate application of the class concepts to your example, including your critical evaluation in applying class concepts to your example.  Is the company using the concepts correctly?  Why/why not?  
 
20% of your grade will be based on writing skills.  The frequent presence of the common grammar problems (next page--over) will result in the loss of these points.  
 
 
Please see me if you have ANY questions.  I am available to look at outlines of your paper in advance to give you feedback.  Please use me as a resource.  
 
Common Grammar Problems in Papers:  
 
 Avoid (Do Not Use) "You" (second person) in any professional paper.  
Instead, use "the consumer," or "the company," or a noun for whatever referent "you" was referring to.  
 
Use correct forms of possessives.   Here are two examples: 
its (as in "look at its hair).  (It's = it is) 
a company's strategy (not a companies strategy) 
 
Use correct punctuation.  Here are some examples:  
A semi-colon (;) is used to separate two complete sentences (each with its own noun and verb).  "The product strategy makes sense; however, the pricing strategy seems a bit off.  
 
A colon (:) is used when a list is to follow:  There were a variety of marketing tools used by the company including:  product, price, promotion, and distribution.  
 
Use commas to set off phrases (one at the start, and one at the end of the phrase):  It was hard to tell, based on my understanding, just what she meant.  
 
Eliminate sentence fragments.  Each sentence should have its own noun and verb.  
 
Bad:  "Like my dad, for example.  
Good:  People, like my dad for example, would be offended by that strategy.  
 
Use headings in your paper to help organize the material.
 
6.  Cite appropriately the references and sources you use in writing your paper.  

 

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