II$.$ New Market Segments

a$.$ Construct new segments. Your client company is interested in diversifying and building its target customer base for this product$/$service in the US market. Who is currently being underserved or overlooked? Who could be better served by being addressed directly?

Construct and describe two new potentiat segments or subsegments for your company to target for this product$/$service for the US market. Describe each new segment in terms of its behavioral, demographic, and psychographic characteristics, Give each segment an appropriate name. Follow steps $1\mathrm{.}4$ of the process described in the Selecting Target Markets Leaming Resource. Begin by identifying the customer need for this product$/$service$.$ Then, break the market down into subgroups. Develop profiles of target segments. Do some secondary research on your two segments. Note: You will not need to develop a full research plan or conduct primary cesearch for this assignment.

#$.$ Or the two potential segments or subsegments you have created, which of the two has greater market potential for your company to target? Why?

Hil. Clasify vour new segment or substiment according to one. of the VALS types discussed in the Segmenting and Targeting Markets and Customers