Read the following article, and answer the questions

1: Identity the total potential market available (Briefly state the overall consumer group that "could" buy or be interested in your product - not just the part of that group that you will eventually target).The potential market is the group of consumers that are available to all competitors in this industry.

2: Base of segmentation?(I.e. Most large consumer markets have groups within them that have differences that relate to the way those individuals respond to the product.To identify these smaller groups, you will break the product market down using one, or perhaps more, bases of segmentation) Which is the segmentation you feel is the most appropriate here?Why is that the best approach? Note:you are not choosing your target yet, just looking at all the possible target groups and how they would each be unique on a base of segmentation that works for this product.

3: Of all the available possible segments listed in the previous question, which of these segments could your company appeal to best (better than the competition)? (Briefly describe it/them and explain why it/they would be a good choice).Your answer should relate to the strengths you identified in the previous exercise.

4: Regardless of what base of segmentation you used to get to this point, you now need to describe the audience as much as possible so you are better equipped to talk to them.This is the audience(s) you identified in the final question of the previous exercise.

Describe your selected target audiences in as much detail as possible, based on demographic,geographic descriptors, psychographic descriptors benefit descriptors, and what current behavior they typically demonstrate in this product category. What attitude might they express towards the brand? What are you basing that analysis on? In other words, tell us everything you can about them.

5: For your chosen target audience, you will both discuss each step of the decision-making process and whether this step is important when purchasing this type of product/service.Explain what is occurring at each step and what the company should be aware of in order to participate effectively in this audience's purchase decision, whether this product/service will mean some variations are needed to the typical model. Need Recognition (What will trigger the consumer, both internally and externally, to realize they need a product such as yours?

6: Information Search (When looking for products/services like yours, what does this consumer rely on for information, both internally and externally

7: Alternative Evaluation (What choices do they consider? What criteria are important to them?What types of benefits are they looking for?Are they conscious of looking for these benefits or not?What kinds of pre-existing attitudes, values, and priorities might influence the choices they make at this stage?

8: Purchase Decision (What will affect the intention to buy?This could include stakeholders who influence the final decision, and well as the reasons why the consumer makes the choice that they do.What about the actual purchase itself?How does the customer buy the product or service?Can you think of any factors or obstacles that might ease or delay the purchase process?

9: Post-purchase Evaluation (How important is this stage in this situation?What will determine a satisfactory outcome?How will the company know if it was satisfactory?

The Company: The Market: The Product! Service: Price: Place: Promotion: Jen's Dog Walking Service Jennifer is the owner of a dog walking service that she started while attending NAIT. It was an easy way for her to make some money by combining her love of dogs with her love for exercise. So far, Jen's customers live within two blocks of her home. Her clients are mostly professionals or retirees who have the money to pay for the convenience of her service. Jennifer knows the ISovid pandemic has increased pet ownership and she wants to take advantage of it by adding more services. She's researched mobile dog washing, pet treat baking, grooming services, or a pet taxi service as just a few of her ideas. The product to date is simple, she walks, runs and plays with dogs. She has her own dog toys if clients want her to play fetch with their pet. She owns a van that she uses to travel back and forth to pick up the dog and transport them to the dog walk park. There is a spot for dogs to swim in both the off-leash areas she frequents, so she also offers clients a dog swim option on hot days. Jennifer knows her fee of $30ihour is on the high side, but she's learned that her clients will pay it and even pay more for a longer walk. She's located in what would be considered the central west end of Edmonton, her home is located 13 minutes from the Terwillegar Dog Park and 6 minutes from the Buena Vista Dog Park. One small business card sized ad in the local community paper provided all the clients she could handle. Word-of-mouth about her service spread quickly on a referral basis. She hasn't done any more advertising because she hasn't had the capacity. Many of her clients love that she posts her dog \"client" walk experiences on her lnstagram feed. With the dog owner's approval, she posts at least once during the walk