1. Describe market segmentation, how it is applied and why it is used.
2. Explain the benefits and challenges to market segmentation and the risks involved in its use
3. Discuss the role of databoth primary and existing (big)in defining market segments, enhancing performance in segments, and making market expansion decisions.
4. Discuss how identifying target market segments are important, but also include a discussion of what other kinds of market segment variables companies may encounter (e.g., what did the company avoid encountering, what is not a target segment). Be sure to describe what a target market is, the advantages of identifying a target market, and include a review of how to determine which segments are most ripe with potential. Global considerations of language, culture, demographics, communication infrastructure, and historical/legacy issues are particularly important to review in this area.
5. Explain how product, price, promotion, and place are impacted, and where they are not impacted.
6. Analyze the benefits and risks of expansion into new market segments after having established the company successfully in existing market segments. Again, focus on how certain segments may not be compatible and the global perspectives to consider in making these evaluations. Weave in both a macro consideration of these issues as well as a specific review of potential impacts.