What is segmentation?
How it is done by companies?
What are the key criteria for segmentation and benefits for companies developing
When writing the essay, review a list of questions that a marketing manager should answer when
selecting a target market (Peter & Donnelly, 14 ed., FIGURE 5.7; p. 105 custom book, or p. 83 in the
Provide several examples to support understanding of the process of the segmentation. A number of
approaches to segmentation have been cited in the text. Provide examples of companies and/or
brands that employ some of those approaches in their promotional communications. For illustrations,
use the Nielsen website
For example, you may want to think of a real business and explain using the PRIZM model which
particular segments can be targeted by that business and how (hint: learn about positioning strategy
and use this concept in your answer!).
The paper should have 4 pages (not including a title page and a list of references), font 11 or 12. It's
good to begin with an intro paragraph on segmentation and conclude with a paragraph describing
the conclusions. The list of sources should include 5-6 high quality, relevant sources (in addition to
the text and the website). For references, use APA style.
Please note that the assignment is not supposed to be about your ability to just retell the theory or
the case study but mostly it should be an illustration of segmentation strategies in different business
practices (that are done by different businesses).
Useful resource with many examples: http://www.segmentationstudyguide.com
Whatever examples/illustration you will chose please remember that your recommendations for the
company should be thoroughly supported by the relevant theory.
References to be used must be:
1) A Preface to Marketing Management, J. Paul Peter and James H. Donnelly, Jr., 14th edition,
2) Marketing Management, Kotler and Keller, 14 th edition, Prentice Hall.