MKT301 Principles of Marketing

MKT 301 Marketing Plan: Segmentation Guidelines and Rubric For the Segmentation component of the Marketing Plan, identify and define the market segments you will target. You are required to identify and describe THREE segments for your product. The analysis should include:

1. A name for each segment (required). For example, if I were segmenting older consumers for a pet product, I might have "Empty Nesters" and "Little Old Lady Cat Lovers."

2. A narrative description of each of the segments. This is typically a paragraph and explains at a high level the characteristics of the segment (see example).

3. How you are segmenting the groups, including the characteristics of your target segments. Be VERY specific and use no less than THREE demographic and THREE psychographic variables for each of your segments. You may also need geographic variables. You may use BULLETS for this part of the assignment.

4. A summary chart. 5. At your option, you may include other charts and graphs however they are not required.

Click Marketing Plan: Segmentation Example to view a sample of this assignment. Submit the Marketing Plan: Segmentation to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 4. (This Dropbox basket is linked to Turnitin.)

Criteria A B C D F

Punctuality On time. 10% for each day. 10% for each day. 10% for each day. 10% for each day.

Grammar

One-point deduction for each error in APA, grammar, spelling, or punctuation.

One-point deduction for each error in APA, grammar, spelling, or punctuation.

One-point deduction for each error in APA, grammar, spelling, or punctuation.

One-point deduction for each error in APA, grammar, spelling, or punctuation.

One-point deduction for each error in APA, grammar, spelling, or punctuation.

Length Full points for meeting the length requirement.

10-point deduction for 75%.

30-point deduction for 50%.

40-point deduction for 25%.

50-point deduction for less than 25%.

Content Full points for fully meeting the content requirements.

10-point deduction for 75%.

20-point deduction for 50%.

30-point deduction for 25%.

40 points and up for missing content beyond 25% of what is required.