Business Advertising

How will you segment the market – the vast pool of individuals from which

you could choose? How will you then target a certain segment of interest?

Lastly, how will you position yourself for success within this segment? These

are the key questions of interest as you think about this assignment.

Writing Assignment (10 pts)

1. Segmentation (4 pts)

You have billions of people in the world whom you could date. How do you

narrow down that huge pool? Use the four segmentation variables

(Geographic, Demographic, Psychographic, Behavioral) discussed in class to

segment your market. For each variable, explain why you chose to segment in

the way you did.

2. Targeting (2 pts)

Now that you’ve narrowed down the market into more manageable segments,

which segment(s) would you choose to pursue further? Which of the four

targeting strategies does this fall into line with? Explain your choices.

3. Positioning (3 pts)

You’ve finally chosen the best segment(s) to target. Construct a positioning

statement. What’s your unique value? What reasons can you give to support

your position? Explain your choices of unique value and reasons to believe.

4. Final Thoughts (1 pt)

Anything you’ve learned about yourself through this paper.

Guidelines

2-3 pages, double-spaced, 1” margins, 12-point Times New Roman.

Guidelines. Responses that make a good-faith attempt to answer the question will

receive full credit, while those that answer the question with insufficient depth will

receive half credit.

DUE: 10/31/2018