Part A - Written or Oral Questions

1. What criteria can you use to segment the market in accordance with your marketing plan?

2. Identify a source of information you can access regarding segmenting and profiling markets.

3. Suggest a suitable segment in the market for your product / service.

4. Identify and review two market segments for their usefulness, in terms of size, potential and needs.

5. Choose a product or service your company provides and define the target market, in terms of the consumers to be included as prospective users of the product or service.

6. Use segment descriptors to describe the target market for your selected product or service.

7. Identify a strategic marketing option and a targeting strategy that suits your marketing plan.

8. Describe a brief customer profile, in terms of total market and market segments.

9. Identify the characteristics of this consumer in statistical terms in the customer profile.

10. Use demographic and psychographic descriptions of this customer profile and note how this relates to the requirements of the marketing plan.

11. Describe the consumer's attitude to the product or service.

12. How can you ensure that this profile meets the requirements of the organisation, in terms of language, format, content and detail?

13. Identify an available positioning strategy to meet marketing requirements and consumer profile.

14. Why would a positioning implementation plan be useful and meet organisational requirements?

15. To whom would you need to submit this plan? 

Part B - Written Assessment

Using the skills and knowledge you have acquired and your knowledge of your organisation and its products and services, profile the market, in terms of a selected product or service. Identify the total market and market segments.

Describe the market segments, in terms of the typical customers within the segment, their attitudes and needs, potential, disposable income, percentage of market they represent, etc. For each segment, note how you would best contact them and why.

Use as much detail as you can; you should use this activity as an opportunity to demonstrate your competency and understanding of the unit as a whole.