APUS Government Contracting Consultants Questions
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At a minimum you must identify both a primary and one secondary market.(You will have two segments with the responses below.). Complete either the consumer or business market segmentations for your SBU. Use the outlines below as heading in your responses. Be sure to justify by citing relevant sources.
1. Primary Market Segment Name: (Primary or Secondary and give the segment a name.) This is to help identify with segment is being evaluated.
Profile of Market Segment: This should include any relevant information which can help in identify the market segments. You should start with research using other credible sources. Cite any references using APA 7th Edition. You should justify any profile you develop.
State the profile using a combination of the following:
Demographic: The age, income, sex, marital status, etc.
Psychographic: VALS or other psychographic profile category, status oriented, socially oriented, etc.
Geographic: local, regional, national, global, etc.
Benefit Orientation: Best value, Status, Convenience, etc.
Others: Decide what is relevant for your market.
OR
For Segmenting Business Markets such as commercial markets, reseller markets, government markets, and institutional markets.
a) Type of Organization
- b) Organizational Characteristics (size, geographic location, or product usage)
c) Benefits Sought or Buying Processes
d) Personal and Psychological Characteristics of the Buyers
- e) Relationship Intensity (strength and longevity of the relationship with the firm)
- Customer (Consumer or Industrial) Decision Making Process: Identify the decision stage or stages this segment would use related to your SBU product offerings.
- Competition: Identify any competitors who would target this same market segment.
- This has a maximum of 6 pages for both segments.
- Secondary Market Segment Name: (Primary or Secondary and give the segment a name.) This is to help identify with segment is being evaluated.
Profile of Market Segment: This should include any relevant information which can help in identify the market segments. You should start with using other credible sources. Cite any references using APA 7th Edition. You should justify any profile you develop.
State the profile using a combination of the following:
Demographic: The age, income, sex, marital status, etc.
Psychographic: VALS or other psychographic profile category, status oriented, socially oriented, etc.
- Geographic: local, regional, national, global, etc.
- Benefit Orientation: Best value, Status, Convenience, etc.
- Others: Decide what is relevant for your market.
- OR
- For Segmenting Business Markets such as commercial markets, reseller markets, government markets, and institutional markets.
a) Type of Organization
- b) Organizational Characteristics (size, geographic location, or product usage)
c) Benefits Sought or Buying Processes
- d) Personal and Psychological Characteristics of the Buyers
e) Relationship Intensity (strength and longevity of the relationship with the firm)
Customer (Consumer or Industrial) Decision Making Process: Identify the decision stage or stages this segment would use related to your SBU product offerings.
Competition: Identify any competitors who would target this same market segment.
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