three pages TARGET MARKET PROFILES

HTM531- Hospitality Services Management Yang & Roe

2/11/2013 1:26:51 PM C:\Users\Nanook\Desktop\SFSU\S13-HTM531\HW\130208 Rubrics.doc

HW3: Target Market Profiles ID#: ______________________ Score: /75

Reasonability of Customer Segmentation and Application of Segmentation Theory

Competency of Argument

Spelling, Grammar, & Presentation

A  Presents two clearly distinct market segments  Minimal overlap in characteristics. Groups are

heterogeneous  Each group can be reached in a homogenous manner  Segment characteristics make intuitive sense, and are

described with business relevance

 Opinions and facts are always:  Used to support why these segments are different, and why

the chosen values represent the segments  Researched (cited), or explicitly stated as based on experience.

 Argument is clearly made as to why it is important to segments into these markets – why should the client care?

• Few grammatical, mechanical, and spelling errors • Effective sentence structure with a variety of sentence styles • Follows chosen style conventions consistently (APA, MLA, or

Chicago) • Observes “Guidelines & Specifications” listed on prompt • Maximum of one occurrence of a “Deadly Sin”

B

 Presents two clearly distinct market segments  Minor overlap in characteristics – an occasional person

may belong to more than one segment  Some segments are defined too broadly – they do not

represent a homogeneous population.  Segment characteristics make some sense, might not be

intuitive, or are a bit too general.

 Opinions and facts are occasionally:  Used to support why these segments are different, and why

the chosen values represent the segments  Researched (cited), or explicitly stated as based on experience.

 Argument is made as to why it is important to segments into these markets, but it is either not convincing, or it is not clear ‘why should the client care?’

• Some grammatical, mechanical, and spelling errors • Varied sentence styles; syntax errors, if any, reflect use of

colloquialisms • Follows style conventions consistently • Observes “Guidelines & Specifications” listed on prompt • Less than four occurrences of two different “Deadly Sins”

C  The two markets are somewhat distinct segments  Much overlap in characteristics – most consumers would

belong to more than one segment  Segments are defined too broadly or are not clearly

defined at all – within groups, they are too diverse and do not represent homogeneous populations.

 Segment characteristics are generic, not business relevant, or poorly defined.

 Opinions and facts are rarely:  Used to support why these segments are different, and why

the chosen values represent the segments  Researched (cited), or explicitly stated as based on experience.

 Argument is made as to why it is important to segments into these markets, but it is either not convincing, or it is not clear ‘why should the client care?’

Includes some of the following: • Frequent grammatical, mechanical, and spelling errors • Formulaic and repetitious sentence structure • Does not follow a style convention consistently • Lacks several “Guidelines & Specifications” listed on prompt • Several occurrences of “Deadly Sins,” but does not affect readability

or understandability

D  Presents ≤3 somewhat distinct market segments  Much overlap in characteristics – most consumers would

belong to more than one segment  Segments are defined too broadly or are not clearly

defined at all.  Segment characteristics are generic, not business

relevant, and are poorly defined.

 There are no facts cited – all supporting ‘evidence’ is unqualified opinion.

 No attempt has been made to explain why segmenting the market into these groups, or the values they engender is useful for management.

Includes some of the following: • Excessive grammatical, mechanical, and spelling errors • Sentences show errors of structures and lack variety • Does not follow a style convention • Lacks “Guidelines & Specifications” listed on prompt • Occurrences of “Deadly Sins,” detracts from professionalism

F  Segments? What’s a segment?

 There are no facts cited – all supporting ‘evidence’ is unqualified opinion.

 No attempt has been made to explain why segmenting the market into these groups, or the values they engender is useful for management.

• Grammatical, mechanical, and spelling errors affect comprehension of text

• Simple sentences with excessive errors of structure • Does not follow a style convention with consistency • Lacks “Guidelines & Specifications” listed on prompt

Total Points

/30 /30 /15

Notes: