Academic Writing

MKTG101 Marketing Fundamentals Semester 3, 2014 Group Assignment Maximum 20 Marks Students will be allocated into a group of 5 students and are required to provide an analysis of the following topic: Market Segmentation: “The process of defining and subdividing a large homogenousmarket into clearly identifiable segments having similar needs, wants, or demandcharacteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Few companies are big enough to supply the needs of an entire market; most must breakdown the total demand into segments and choose those that the company is best equipped to handle. Four basic factors that affect market segmentation are (1) clear identification of the segment, (2) measurability of its effective size, (3) its accessibility through promotional efforts, and (4) its appropriateness to the policies and resources of the company. The four basic market segmentation-strategies are based on (a) behavioral (b) demographic, (c) psychographic, and (d) geographical differences. [login to view URL] Discuss This is an essay based on scholarly journal article research and theory. You must support your answer with a minimum of 3 journal articles for each student in your group. You may choose to include practical examples in this essay. The essay word limit is 1,100 words. This word limit is a strict one and varying from it by more than 10% will lead to penalty. You should use sub-headings throughout your essay to structure it. It is expected that you would have: • A minimum of 3peer reviewed journal articles – failure to use a minimum of articles in your essay may result in a substantial deduction of marks for this assessment. It is insufficient to rely on your textbook to answer the essay. As you will be reviewing many published works it is important that you correctly reference and acknowledge all sources, both in-text and in your reference list using the Harvard Author-Date referencing convention. My part of the question that only you should be discuses is section 3 which discusses accessibility and part 4 which is about policies and resources of the company. The required company is Unilever. NO PLAGIARISM!!