Explain the larger strategic implications that this article may have for your company’s segmentation strategy

Explain the larger strategic implications that this article may have for your company’s segmentation strategy

DIRECTIONS

The core of marketing is an understanding of your consumer. There is a difference between a customer and a consumer. A customer is the actual or prospective purchaser of products or services. This can include intermediary customers such as manufacturers, wholesalers, retailers, etc. End user consumers are the ultimate users of a product or service. For this discussion, you will research consumer segmentation using academic articles through Park Library’s Pirate Search.

One of the purposes of this assignment is to have your use Park’s library database system to identify research articles that can help in your develop of a marketing strategy. This should be lifelong process for you to use as a manager. As you move through these assignments in this class (as well as all of your other classes), using a well structured search of academic articles can provide a grounding in the theory and practice of marketing and other business topics. Consider if you where a physician, would you never go back and research your field throughout your carrier? Professionals keep up with the theory and practice in their fields.

Reading academic research articles requires and understanding of how they are constructed. These articles are often very “thick”, not in the number of pages, but rather in the density of concepts and wording. While these articles are usually designed to be read by other academic researchers, they can provide deeper insight into specific theories and techniques that can be used in developing marketing strategies.

Most academic articles start with an abstract which outlines the focus of the paper. Use the abstract to identify if the article you find is appropriate for your research. The article flow normally starts with an introduction and then a literature review. The next section is the method. This can be the most complex part of the paper because of the research techniques used which may include advanced statistical techniques. The paper will then have a results section where findings are summarized and often implications are discussed.

I would like to post about Airbnb…

INITIAL POST

Your company has asked you, as the marketing expert, to provide a brief summary of consumer segmentation decision processes for your industry. Since you are working on your MBA, you have access to Park University’s Pirate Search to identify relevant academic articles.

  • For this assignment, go to Park University’s Pirate Search.
  • Check the Limit To: radio buttons for: Full Text, Scholarly (Peer Reviewed) Journals, and Academic Journals.
  • Use the Keyword field to search:
    • Consumer segmentation (then include an industry or topic you are interested in).
    • Note, you should review the abstracts of more than one article.

Discussion Issues

  1. Specify the search terms you used in your search, including your industry term.
  2. Place the reference for the article using APA 7th Edition formatting.
  3. Give a brief summary of the article including any of the following that are relevant:
    1. The focus of the article.
    2. Major concepts or theories identified in the literature review.
    3. Description of the data collection method used in the study (some articles may only be a literature review).
    4. Implications of the results of the data analysis (if included in the article).
    5. Any other conclusion you find from the article.
  4. Explain the larger strategic implications that this article may have for your company’s segmentation strategy including the consumer decision process.

Requirements: 2 pg

Masters Marketing

Do you have access to Park Univ Libriary?

Park University’s Pirate Search.

MBA630DLAS1P2023 Strategic Marketing (park.edu) https://canvas.park.edu/courses/72637

Login: 457458@park.edu

Password: AmmoAmmo75!!

Clink Library, Start Research, Find Resources, Find Articles (ensure you click full articles and Peer review)

Also, all references must have (author, date and page)

Looked like alot of resources for Airbnb… will that work for you? I Attached a good reference posted in 2021, u can check it

The power point is to help with some terms and wording required this week…

Answer preview for the paper on ‘Explain the larger strategic implications that this article may have for your company’s segmentation strategy’

segmentation strategy

APA 692 words

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