Assignment
1. In your own words describe the difference between segmentation and targeting.
2. Of the five criteria for assessing segment effectiveness (Measurable, Substantial, etc.) which criteria would pose the biggest concern with targeting a "Heavy User" segment for sports drinks?
3. Provide an example of a company that engages in Mass Customization.
4. Using the book's definition of a value proposition - how would you state DirectTV's value proposition?
5. Why is identifying the competitive frame of reference valuable? How should DirectTV define their frame of reference to avoid marketing myopia?
I work for a VA Clinic (medical administration)
Develop a Value Proposition for your organization. (Use one or two points of difference. May use a point of parity)
Identify the endpoints that you would use on a positioning map for capturing the positioning of your organization (Where you work).
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.