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� the general concept of segmentation
� why firms use segmentation and target marketing
� name and describe the ways in which markets are segmented (hint – there are four)
� how the terms homogeneous and heterogeneous are applicable to segmentation
Part Two:
Identify one each primary and secondary segments for your product or service. Remember that the primary segments are those consumers that you are most interested in capturing. A secondary segment is a group that is important to you, but less critical than your primary target.
Your analysis should include:
1. A description of each of the two markets. You are required to give each a name. For example, if I were segmenting older consumers for a pet product I might have "Empty Nesters" and "Little Old Lady Cat Lovers". This should be a 1-2 paragraph narrative describing the segment.
2. How you are segmenting the groups. Be VERY specific and use at least TWO of the four types of variables (demographic, psychographic, geographic, and behavioristic)
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