select a market segment for analysis. The market segment might be based on age, gender, geography, attitude, or other factors. (Ex: football players, parents, grandparents, specific ethnicity, etc.)
Read a minimum of five articles about the market segment to obtain information such as facts, behaviors and demographics about the segment. This information will be used to profile the behavior of that segment. [You may NOT use Wikipedia as a reference source in the paper. Blogs should be examined with care; not all are credible sources of information.]
The paper must include the following sections. Each should be a separate title in the paper so that they can be easily identified:
Introduction
Explain the market segment have you chosen.
Write in third-person voice.
Double-space this section.
Facts about the segment
Minimum of five references.
Must include reference citations in this section, followed by the facts learned.
Do not write narrative in this section – use bullet points to make it easier to read and highlight the facts.
This is objective, factual information.
Single-space this section only.
A day in the life of..
In this section of the paper, explain what was learned from the research to tell a story about this market segment.
It could be “A day in the life of…” or “how XX segment shops” or a similar theme. The point is to get into the mind and purchasing habits of this market segment.
At least 10 facts must be included in the story. Underline the 10 facts.
In the story, include at least three products that this segment might purchase. Underline the three products.
Do not put reference citations in this section.
You may use first-person voice and tell the story from a personal perspective as if you were the consumer. (Ex: Dear Diary, Today I went to the gym and there was a new workout machine from _____ available.)
Double-space this section.
Summary
Provide your conclusions about this segment.
Explain which products could be marketed to this segment, and why
Describe how companies should market product to this segment.
Explain any key considerations for marketing to this segment.
Back to objective writing and use of third-person voice.
Double-space this section.
Reference page.
Must follow correct APA format for references.
# of pages will vary information provided.
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