Marketing Exercise 3: Segmentation, Targeting & Positioning GRADING: Marked out of 4 Value is 2.5% towards final course mark DUE DATE: Submit before class in Week 5 SCOPE: This exercise focuses on the development of a target market profile for an organization selling to multiple market segments. Students will choose one of the three market segments identified in the video and complete a target market profile chart for the chosen target audience. Using information presented in the video, the goal is to record appropriate values for each of the elements listed under the segmentation variables / categories, listed in the chart, Information about how the meaning of the different characteristics and how to complete the chart most accurately are shown in Chapter 6 of our e-Textbook INSTRUCTIONS: 1 View the Zipcar video in the Week 4 material under Content listed as "Marketing Exercise 3 Video - Zipcar". 2 Select one of the three market segments described in the video. Use the information given in the video, fill in the right-hand side of the target profile chart, below 3 Review your e Textbook (CH.6) for information on what the different segmentation elements in the chart refer to, and how to report the data most accurately 4 Provide data for all variables listed on the left-hand side of the chart that are logical for the chosen segment. 5. Upload your chart to the appropriate drop box in eConestoga Click on Course Tools from the top menu bar, then assignments. Select the appropriate spot to upload your assignment 6 Marketing Exercise 3: Segmentation, Targeting & Positioning GRADING: Marked out of 4 Value is 2.5% towards final course mark DUE DATE: Submit before class in Week 5 SCOPE: This exercise focuses on the development of a target market profile for an organization selling to multiple market segments. Students will choose one of the three market segments identified in the video and complete a target market profile chart for the chosen target audience. Using information presented in the video, the goal is to record appropriate values for each of the elements listed under the segmentation variables / categories, listed in the chart, Information about how the meaning of the different characteristics and how to complete the chart most accurately are shown in Chapter 6 of our e-Textbook INSTRUCTIONS: 1 View the Zipcar video in the Week 4 material under Content listed as "Marketing Exercise 3 Video - Zipcar". 2 Select one of the three market segments described in the video. Use the information given in the video, fill in the right-hand side of the target profile chart, below 3 Review your e Textbook (CH.6) for information on what the different segmentation elements in the chart refer to, and how to report the data most accurately 4 Provide data for all variables listed on the left-hand side of the chart that are logical for the chosen segment. 5. Upload your chart to the appropriate drop box in eConestoga Click on Course Tools from the top menu bar, then assignments. Select the appropriate spot to upload your assignment 6
