executive memo

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If the book Framework for Marketing is available please use that as well. As the book will be needed in order to answer the below question as well.

 

Part 2 Discussion Question:

Then discuss how you will segment the market for your chosen company’s marketing plan, using Kotler and Keller’s basis for market segmentation in Table 6.1 (geographic, demographic, psychographic and behavioral) or Business-to-Business (B2B) market segmentation (demographic, operating variables, purchasing approaches, situational factors, and personal characteristics) in Table 6.2.

  • Identify and describe clearly your biggest challenge
  • Make reference to Table 6.1 (Major Segmentation Variables for Consumer Markets) or Table 6.2 (Major Segmentation Variables for Business Markets)
  • Respond to two of your peers with an idea to overcome their challenge
 
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