Identify and describe the market segment to which the product/service chosen is marketed. Include information about the basic customer needs that are being satisfied in that segment and develop a buyer persona for the segment.

Individual Written Assignment #2 (3 pages)
MKTG 3213 Principles of Marketing

For the second written assignment, select a company of your choice and identify one
(1) of the products or services that the company offers. Please write responses to the
following questions with respect to that company and the product or service you have
identified. (This does NOT have to be the product or service you wrote about in
Assignment #1.)
Your written assignment responses should be numbered so that they correspond
with the topics below. Use headings and subheadings as needed.
1. Identify and describe the market segment to which the product/service chosen is
marketed. Include information about the basic customer needs that are being
satisfied in that segment and develop a buyer persona for the segment.

2. For the product/service you have identified, please discuss the product/service
bundle (i.e., core benefits, expected attributes, add-on attributes). In addition,
choose at least three attributes of the product or service and discuss each based
on the type of attribute (i.e., shopping, experience, credence).

3. For the product/service you have identified, identify at least two specific service
performances that must be delivered in the process of providing the
product/service to customers. (For products, the retailer who provided the
product might perform the services.) For each of these service performances,
identify potential failure points and discuss how you might failsafe the service (a)
to avoid or (b) to identify and respond to these potential failure points.

4. Consider best practices for choosing a good brand name. Evaluate the
product/service’s brand in light of these best practices and discuss whether or
not the brand chosen is a good one.

Last Completed Projects