Marketing Research

1. Choose five ads from business publications such as the Wall Street Journal, Fortune, or Bloomberg BusinessWeek. For each ad, write a description of how you think the company has segmented the business market.

Your answer should contain the bases on which segmentation was done: the bases for segmenting business markets include company characteristics (geographic location, type of company, company size, and product), buying processes (key purchasing criteria, purchasing strategies, or personal characteristics of the buyers), and customer relationships.

2. Go to the websites of JCPenney, http://www.jcpenney.com, and Target, http://www.target.com/. Determine which is more product-focused and which is more brand-focused. Which company’s approach do you think will appeal more to the “Holy Grail” target market of 25- to 35-year-old women?

Your write-up should be 500-600 words in length. Provide as much detail as possible.