Order Description
You will profile each of the key market segments (typically 2 or 3 market segments). In the profiles, you will describe the characteristics of each market segment group in terms of the four main bases of segmentation: geography, demographics, psychographics and behavioural.
Note: these variables will vary if the customer groups are B2B or B2C (please refer to the textbook for differences).
Most importantly, you will then identify how understanding the idiosyncrasies of each these different key market segments impacts many of the sales and marketing decisions your organization needs to make based on this information and insight (ensure you have identified at least 4 areas of impact).
Your Market Segmentation Assignment # 2 should be approx. 3 pages in length; 1.5 line spacing; 11 point font. Ensure you use text materials to support your decisions with in-text citations. You can use bullet points under each of the variables.
Note: It is possible to have 2 or 3 market segments all in the B2B environment; or 2 to more segments all in the B2C and/or your organization could have a couple of market segments in each of B2C and B2B. Ensure you identify which of B2B or B2C marketplaces you are involved and are describing in your assignment. Limit to no more than 2 key market segments.