Reference no: EM131451787 , Length: word count:2500
Assignment: Segmentation and targeting for the DSO
Description/Focus: Research report profiling market / client characteristics for an organisation, involving segmentation & targeting from a buyer behaviour perspective.
Assignment description
Assignment 1 requires you to initially evaluate the potential B2C and B2B customer segments that make up the DSO's market. You then select a specific B2C, as well as a specific B2B segment, for targeting and provide rationale for your selections, as well as insights into the buyer behavior dimensions that should be considered in subsequent marketing mix planning stages.
Please note that assignment 1 involves marketing segmentation and targeting stages only. Positioning forms the focus of assignment 2, in which you provide in depth analysis of the behaviour of the chosen target market segments and appropriate marketing mix recommendations.
Specific assignment tasks
In the early weeks of this unit you will be introduced to the market segmentation, targeting and positioning process, as well as models of buyer behaviour and related concepts.
This assignment requires you to complete several tasks:
Segmentation & targeting (approx. 350 words)
- Briefly describe the segmentation and targeting process, acknowledging its relevance to B2C and B2B marketing.
Segment evaluation (approx. 1000 words - 500 words on B2C & 500 words on B2B)
- Identify and describe DSO's market, acknowledging the various existing and potential B2C and B2B customer segments in terms of 'typical' market segmentation dimensions (e.g., behavioural, psychographic and profile data for consumer markets, and in terms of micro and macro segments for organisations).
B2C target (approx. 500 words)
- Identify and evaluate a specific B2C niche customer segment for the DSO marketing team to focus on.
- Explain the rationale for its selections in terms of distinctiveness / size / accessibility / stability / match with the company strategic orientation.
- Outline the buyer behaviour concepts and theories* relevant for further investigation (in assignment 2) to ensure an effective buyer behaviour focused marketing mix can be developed.
B2B target (approx. 500 words)
- Identify and describe a specific B2B niche segment for the DSO marketing team to focus on.
- Explain the rationale for its selections in terms of distinctiveness / size / accessibility / stability / match with the company strategic orientation.
- Outline the buyer behaviour concepts and theories* relevant for further investigation (in assignment 2) to ensure an effective buyer behaviour focused marketing mix can be developed.
Relevant concepts and theories might include:
- Stages in decision making process
- Level of involvement
- Decision making unit
- Aspects of psychology theory (Perception, Learning and memory, Personality and self-concept, Motivation & needs, Attitudes, Group and peer influences)
Positioning & customer behaviour (approx. 150 words)
- Acknowledge the importance of understanding customer behaviour to the positioning stage of the STP process.
Attachment:- Assignment File.rar
|
Create program to display a 2d view of grid-based simulation
: CS408 Assignment 5 - Create a program to display a 2D view of grid-based simulation of gas moving in a flat space. See on-line notes on Gaseous Phenomena.
|
|
Would government subsidies apply to your type of program
: What, specifically, the funding source is (e.g., If it's a government subsidy, from what specific agency might your child development center derive funds?)
|
|
Make contact with the individual with the goal of persuading
: You have discovered that one of your closest friends at work has stolen a large sum of money from the company. Would you do nothing?
|
|
Select the total number of shippers for orders
: Select the total number of Shippers for Orders (Hint: use COUNT(ShipVia) as TotalProducts to return non-null counts.
|
|
Briefly describe the segmentation and targeting process
: Segmentation & targeting-Briefly describe the segmentation and targeting process, acknowledging its relevance to B2C and B2B marketing
|
|
What benefits do you think syncrude might derive
: Fort McMurray, Alberta-based Syncrude is "the largest nongovernmental employer of Aboriginal people in Canada." The company, the largest producer of light.
|
|
The significance of the concordia regularis is
: The prop, which is central in convincing Othello of Desdemona's infidelity, is. Desdemona meets her end when.Roderigo desires Desdemona for.
|
|
What could westjet do to prevent this type of ruthless
: Sneaky moves, claims of corporate espionage, and shredded documents. This is not a fictitious spy thriller, but a true story of rivalry in the Canadian airline.
|
|
List orderids and the associated employee names for orders
: List OrderIDs and the associated Employee Names for orders that shipped after the required date. List all Categories (CategoryID, CategoryName) and all Product.
|