QUESTIONS

Question $1$: Segmentation

Find $2$ articles that are recent and relevant to category Kia EV$6$ and conduct a segmentation analysis $($see Exhibit $9\mathrm{.}2).$ Do NOT analyze the general brand $($for example, Toyota$)$ but the specific model $($for example, Toyota Prius$).$

Based on the articles$$ information, identify $4$ segmentation characteristics of people using your assigned EV brand for the $2$ assigned segmentation categories $(2$ characteristics for each segmentation category$).$

Please see below the segmentation categories and characteristics:

$($a$)$ Category: Geographic Segmentation

$$ Characteristics: country, region $($Northeast$,$ Southeast$),$ areas within a region $($state$,$ city$),$ population density

$($b$)$ Category: Demographic Segmentation

$$ Characteristics: age, gender, income, education, ethnicity

$($c$)$ Category: Psychographic Segmentation

$$ Characteristics: lifestyle, self$-$concept $($e$.$g$.,$ the image a person has of themselves$),$ self$-$values $($e$.$g$.,$ goals for life, how a person lives their life$)$

$($d$)$ Category: Behavioral$/$Benefit Segmentation

$$ Characteristics: usage, convenience, economy, prestige, occasion, loyalty

Summarize your results in the table below. Use $2$ slides to present the segmentation tables. Each slide should present one table with ONE category and TWO characteristics. For each characteristic, please provide a numeric breakdown in percentages $($THREE per characteristic$).$ Add a third slide with $3-4$ short bullet points explaining the tables.

Table $1$: Segmentation Analysis for XXXX $($please state your brand$)$

Category Characteristics Breakdown $(\%)$

State assigned #$1$ State your chosen #$11$:

$2$:

$3$:

Stage your chosen #$21$:

$2$:

$3$:

An Example:

Table $1$: Segmentation Analysis for AAAA

Category Characteristics Breakdown $(\%)$

Geographic Region X$\%$ North America

Y$\%$ Europe

Z$\%$ Asia

U$.$S$.$ States X$\%$ Arizona

Y$\%$ New Jersey

Z$\%$ Texas

Reference your source$/$s in $1$ additional slide.

Add a cover slide $($including assignment name, your name, course name and section $($MKT $2100-$XXX$),$ instructor$$s name, and date$).$

Name your PPT file: Question$\_1$a$\_$b$,$ Question$\_1$b$\_$c OR Question$\_1$c$\_$d $($depending on what you were assigned$)$

Upload your PPT file into the Discussion Group link.