Marketing 5th Edition by Dhruv Grewal,Michael Levy

Exercise 2

Think of a specific company or organization that uses various types of promotional material to market its offerings. The Web, magazine ads, newspaper ads, catalogs, newspaper inserts, direct mail pieces, and flyers might all be sources for a variety of promotional materials. Locate two or three promotional pieces for the company and use them as a basis to analyze the segments being targeted. Describe the basic segmentation strategy reflected in these materials, and describe characteristics of the target market according to the materials. Be sure to include a copy of all the materials used in the analysis.