Marketing-assignment

Purpose of Assignment

This assignment is designed to help students analyze and interpret primary and/or secondary data and research. Students will be creating a marketing plan (refer to Marketing Plan and Outline document). The teams will create a plan for Cottonwood Gulch, and the Individual Student should choose a company and product or service that has data readily available and where they can use demographic/psychographic data to provide insights.

Assignment Steps

Team Assignment: for those participating in the Service Learning Project for Cottonwood Gulch:

• Market Segmentation Techniques
  Instructions:
  Segmentation Techniques Assignment:
  Instructions:
  Go to the Strategic Business Insights website (see link below). Take
  the VALS Survey. Copy and paste the results into a word document,
  along with the definitions of your primary and secondary VALS
  segments.
  Go to the Nielsen website (see link below). Explore the Nielsen
  Segmentation Methodology, the featured and other segments, and then
  click on Zip Code Lookup. Enter the Zip Code for central Albuquerque
  (87110) and click Enter. A map showing the geographic area will pop
  up along with information on the distribution of people by age,
  race/ethnicity, marital status, and presence of children. On the left will
  be three options: PRIZM, P$CYCLE, and ConneXions (three
  segmentation techniques based on Zip Codes, Wealth, and
  Connectivity).
  Click on PRIZM to view the list of primary segments for our central
  Albuquerque geographic area.
  Write a 900-1,000 word analysis that includes the following:
  • Summarization of your VALS results, and a brief discussion of what
  you think of them.
  • Summarization of the central Albuquerque Prizm segments, and a
  brief discussion of whether you place yourself in any of them and why
  or why not.
  • Summarization of what you learned about these two segmentation
  methodologies.
  • How are they similar and how are they different?
  • How can they be used together?
  • Compare your results showing your buying behaviors with what you
  know of organizational buying behaviors.
  • Briefly review the dimensions of the consumer as well as
  organizational buying behavior segments.
  • How do consumer behaviors differ from organizational behaviors?
  Cite a minimum of two (2) peer reviewed sources (go to the UoPX
  library and click yes for peer reviewed articles and search by key word
  (such as segmentation, consumer purchasing, VALS, organizational
  purchasing, etc.).
  Format your paper consistent with APA guidelines.
  Click the Assignment Files tab to submit your assignment.
  Segmentation Links:
  VALS: http://www.strategicbusinessinsights.com/vals/pres…
  Nielsen
  Segmentation: https://segmentationsolutions.nielsen.com/mybestse…
  nts/Default.jsp?ID=20

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