Data analysis, technology & market segmentation (25 points) [750 - 1,000 words, no penalty for exceeding length].

In this question you will be asked to argue one side of a current issue in the field of marketing. Debate question: Are market segmentation techniques applicable to Generation Z (those born approximately 1995-2020)?

Formulate your response to either position 1) or 2) below by responding to the questions. Use the sources below to get started. You also must cite an example to support your views.

1) Yes, market segmentation techniques are applicable to Gen Z...

a. What are market segmentation techniques? Why are they useful to marketers in general?

b. Who are Gen Z? What characterizes members of this generation?

c. How do the characteristics of Gen Z members impact market segmentation techniques?

d. Has marketing evolved in ways that make market segmentation techniques more applicable to Gen Z? How?

e. What is your example? Cite a market segmentation technique and how it was used, or might be used, successfully with Gen Z by marketers.

2) No, market segmentation techniques are not applicable to Gen Z...

a. What are market segmentation techniques? Why are they useful to marketers in general?

b. Who are Gen Z? What characterizes members of this generation?

c. How do the characteristics of Gen Z members impact market segmentation techniques?

d. Has marketing evolved in ways that make market segmentation techniques less applicable to Gen Z? How?

e. What is your example? Cite a market segmentation technique and how it did not work, or might not work, successfully with Gen Z when used by marketers.