Description
The purpose of this assignment is to identify your target customer, create a graphical document to introduce your product or service to potential consumers, build customer interest, and encourage customer engagement.
Complete the “Target Market Worksheet” which will describe the demographics of your target customer, explain how you would expand into other global markets, create a graphic to appeal to your customer, and include a brief journey map to describe the consumer’s process.
While APA style is not required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines, which can be found in the APA Style Guide, located in the Student Success Center.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
You are required to submit this assignment to LopesWrite. A link to the LopesWrite technical support articles is located in Class Resources if you need assistance.
Target Market Worksheet
Part 1: Description of Target Market
Write a 250-500-word description of your target customer (i.e., your customer persona). Describe the key demographics of your target market, including customer description, location, behaviors, psychological profile, and other population attributes.
Part 2: Table
Consider how you would expand into other markets. These may include other demographic groups, other regions, other countries, etc. Then, select a second and third target market to focus on. Customers in alternative markets will likely have similar attributes to the initial target market with some major differences. Complete the table below comparing similarities and differences between the primary, secondary, and tertiary target markets.
| Segmentation Basis | Segmentation Attributes | Primary Target Market – Persona Description | Secondary Target Market | Tertiary Target Market |
| Demographic | Age | |||
| Gender | ||||
| Education | ||||
| Income | ||||
| Family Status | ||||
| Other Demographic Attributes | ||||
| Geography | Country | |||
| Region | ||||
| Environment (Rural/Urban) | ||||
| Other Geographic Attributes | ||||
| Psychographic | Social environment | |||
| Personality | ||||
| Lifestyle | ||||
| Lifestyle Changes | ||||
| Other Psychographic Attributes | ||||
| Behavioral | Purchase Drivers | |||
| Purchasing Behavior | ||||
| Other Behavioral Attributes |
Part 3: Graphic
Design and create a one-page graphic (advertisement, brochure, or flyer) about your product or service created in the Topic 3 assignment to appeal to customers. The goal is to generate customer awareness and interest in your product or service. You may paste it in this worksheet or attach it as a separate document.
Part 4: User Journey Map
This portion of the assignment is to document the process by which a customer engages with your business, purchases, and utilizes your product or service. You may refer to the topic Resources for more information about journey maps.
Create a journey map of how your customer interacts with your business to purchase and use your product or service. This should be submitted as a bulleted list of all steps in the purchase and use processes. Be sure to include the entire process (i.e., every step the customer takes from first considering purchase [location, product, etc.] until product is used or service delivery is completed).
