Discussion Board: Why Segment?

Imagine you work in the marketing department of a medium-size outdoor apparel company. Your manager says that your marketing plan is to “sell to everyone.”

Prompt

Write a short paragraph describing how segmentation could make your marketing efforts more effective. In your response to your manager, provide at least one specific example of how using segmentation could more effectively reach customers. In addition, describe at least two specific action steps you would suggest taking in order to effectively segment your customers.

Read

Read a selection of your colleagues’ postings.

Respond to a colleague’s posting in one or more of the following ways:

  • Ask a probing question, e.g., “Could you explain … further?” or “Is this what you’re saying?”
  • Share examples from the module or section that support their position or provide a different opinion.
  • Provide an insight and connection to your post and the module or section.

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