Using segmentation variables, describe your prospective customer; e.g. demographic, behavioral, psychometrics, etc. Ensure you are using The Diffusion of Innovations (DOI) theory (Rogers, E. 1983) to help with your analysis. Evaluate why your customers would want your product and/or services versus the competition’s. Who or what other companies are currently providing these products and/or services to these customers? Explain how you can differentiate yourself from those companies. Support your ideas, hypothesis and suppositions with fact based research in an APA styled paper. You must include at least one graphic, such as a chart or table that displays segmentation details about your customer.
Minimum 3 pages plus 1 graphic
Minimum 2 scholarly sources
Reference:
Rogers, E. (2003). Diffusion of Innovations (5th Edition). Free Press.
Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies: Journal of Marketing (Vol. 21, Issue 1, July) Pg. 3-8. Retrieved from https://archive.ama.org/archive/ResourceLibrary/MarketingManagement/documents/9602131166.pdf
