*Segmentation Analysis

Analyze your decision-making process for the persona you created. Why is he/she a good target audience for the product? How has focusing on this persona helped you better understand how to target your offering? What are some pitfalls you see of using personas, and how can you avoid them? Tie in marketing concepts from your readings and resources throughout the week.

This paper should be written as an academic analysis of your strategic decision-making process. The final result will be a 2-3 page critical analysis, double-spaced in 12-point Arial font, written in APA style, with references appropriately cited. Cover page and bibliography do not count toward required length.

Resources:

• Textbook Chapters 9-12
• Article: Common Segmentation Gaffes, and How to Avoid Them (Links to an external site.) 
• Article: How to Repel the Wrong Customers and Attract the Right Ones (Links to an external site.) 
• Podcast: How to build attitudinal personas for effective audience segmentation