Market Segmentation and Buyer Behavior Presentation

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Create a 12- to 15-slide Microsoft® PowerPoint® presentation with speaker notes on trends in the consumer buying environment, and explain how these tie into the marketing segmentation by consumer groups. (speaker notes should not duplicate what is written in the slides. The speaker notes should be written in the format of the paper with in-text citations) and on the reference page of the slides.

Describe the consumer trends that are influencing purchasing patterns, and provide an overview of the different consumer groups (market segments).

Choose two of the companies from the list below.

  • Sara Lee Desserts
  • Skeeter Boats

Examine each company’s website to determine what segmentation strategy the firm uses.

Answer the following questions, and provide explanations for your responses:

  • Who is the intended target market for the website?
  • What communications objectives do you think the company is trying to accomplish?
  • What product-positioning strategy is being used?

Format your presentation consistent with APA guidelines.