Discussion pertains to segmentation-targeting-buyer behavior

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Reference no: EM132285166

This discussion pertains to segmentation, targeting, and buyer behavior.

For the initial essay, apply the unit concepts to identify and describe a target segment including the creation of a persona or customer journey map. Note that this is similar to the part of the required case project related to this unit.

In your initial work, be sure to utilize the segmentation bases to identify relevant variables for use in segmentation and targeting such as applying jobs-to-be-done job mapping process to identify needs that could be the basis for segmentation. You may utilize Bain's elements of value and/or other approaches covered in the unit. After explaining your approach and research to support your conclusions, develop a persona or customer journey mapfor your chosen target segment.

The persona should include information that is relevant for the marketing decisions a brand targeting that segment would need to make. There are many persona and journey map examples online (simply Google these key words and view images). Your persona or map must be your original work but viewing examples may provide inspiration for your work.

There are also many templates available online such as those by Hubspot, Xtensio, and Canva. These may facilitate the graphical creation of your assignment.

There are also many valuable sources of buyer research available from the library resources as well as from companies like Nielsen, Crimson Hexagon, Brandwatch, and so on.

In your replies, consider whether the personas you are commenting on contain the insights needed for marketing decisions, whether the approaches for choosing variables were thorough and correct, and research available about the target segment.

Remember to cite your sources and use APA format. In-text citations should be included for every sentence that contains source information and these will then align with your reference list.

Remember also that the most points allocated to grades are tied to how well you demonstrated your study of the unit content and mastery of the concepts.

Reference no: EM132285166

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