Assignment 2
Market Segmentation
A single marketing campaign is not likely to appeal to everyone. What interests a single, 18-year-old college freshman will be utterly different from what attracts a 45-year-old attorney who is married with children.
Understanding these similarities and differences allows you to isolate the market into individual categories and create specific selling points accordingly. This makes your campaigns more precise because you can focus solely on serving smaller, more refined segments.
In this assignment, you will play the role of an acting marketing manager of a local automobile brand dealer of your choice. Of the four main types of marketing segmentation, this assignment will focus on demographic segmentation. Demographic segmentation divides the market into smaller categories based on demographic factors, such as age, gender, and income, family structure…etc.
| Age | Youth (18-29 years old) | Middle-aged (30-44 years old) | Senior (45+ years old) |
| Car of interest (i.e., car model)* | |||
| Lifestyle | |||
| Benefits sought |
| Gender | Male | Female |
| Car of interest (i.e., car model)* | ||
| Lifestyle | ||
| Benefits sought |
| Income Level | Low income | Mid income | High income |
| Car of interest (i.e., car model)* | |||
| Lifestyle | |||
| Benefits sought |
Notes:
*The car model: name the car model within the automobile brand collection of cars i.e. I am not referring to the year model.
- Write your answers in bullet points.
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