Chapter 9 Targeting a Market 165 Copyright Goodheart-Willcox Co., Inc. messages attempt to persuade and change the behavior of customers. Write a persuasive message about why mass marketing is a waste of money. Deliver your message to a classmate. Ask your classmate for feedback on whether your persuasive message was successful. Internet Research Generational Cohorts Select one of the generations in Figure 9-1 that interests you and conduct Internet research on your selection. Identify common characteristics about this group, as well as any alternative names for it. What significant historical events shaped this generation and in what ways? How do you think this shaped or shapes their buying preferences? VALS™ Survey Using the Internet, navigate to the Strategic Business Insights VALS™ Survey website. Follow the prompts on the website to take the VALS™ Survey. What is your VALS™ type: Innovator, Thinker, Believer, Achiever, Striver, Experiencer, Maker, or Survivor? Did your result surprise you? Conduct further Internet research to learn what your type says about your buying preferences. Targeting a Market Use the Internet to locate recent examples of mass marketing used to market a product. Select an example that interests you. How might the mass market for this product be segmented using geographic, demographic, psychographic, and behavioral segmentation? Why do you think the company chose to use a mass marketing strategy instead of a target marketing strategy? Teamwork Working in a team, choose a product that all team members know well. Collaborate to create a customer profile using geographic, demographic, psychographic, and behavioral variables for market segmentation. Describe the experience of creating a customer profile and the amount of work that is required. Portfolio Development Certificates Exhibiting certificates you have received in your portfolio reflects your accomplishments. For example, a certificate might show that you have completed a training class. Another one might show that you can key at a certain speed. Include any certificates that show tasks completed or your skills or talents. Remember that this is an ongoing project. Plan to update when you have new certificates to add. 1. Scan the certifi that will be in your ficates portfolio. 2. Name the fi les appropriately and save in a folder or subfolder. 3. Place the hard-copy certificates in a container fi for future reference. 4. Record these documents on your master spreadsheet that you started earlier to record hard-copy items. You may list each document alphabetically, by category, date, or other convention that helps you keep track of each document that you are including. College and Career Readiness