+1 (208) 254-6996 [email protected]
  

Conduct research on the target market and develop a persona, which will guide your decisions and work on the remaining marketing plan components for the project 

References

Don't use plagiarized sources. Get Your Custom Essay on
Persona (Target Market)
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LifeMode group: Rustic outposts economic bedrock 10c – Esri. (n.d.). Retrieved November 4, 2021, from https://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment48.pdf.

11/4/21, 7:22 PM Module Two Milestone Guidelines and Rubric – MKT-205-J2875 Applied Marketing Strategies 21EW2

https://learn.snhu.edu/d2l/le/content/892231/viewContent/15719006/View 1/2

Overview

In this milestone, you will select the product that will be the basis for all of your work on the project from the list provided in the Project One Guidelines and Rubric. Then you will

conduct research on the target market and develop a persona, which will guide your decisions and work on the remaining marke�ng plan components for the project.

You will receive instructor feedback on this milestone, revise your work, and add it to your project submission.

Prompt

Complete the Module Two Milestone Worksheet in your Soomo webtext and submit it for instructor feedback. To navigate to the worksheet, click the Contents bu�on on the upper

right, then select the Milestone: Module Two Milestone tab from the Chapter Two drop-down menu.

Specifically, you must address the following rubric criteria:

Product Selec�on

Name the product you selected. This product must be one of those listed in the Project One Guidelines and Rubric and will form the basis for all of your work on the

project.

Demographic and Psychographic Characteris�cs

Conduct target-market research to determine who the poten�al buyers of your chosen product are, and research to iden�fy the key demographic and psychographic

characteris�cs that will allow you to understand your buyers’ needs, wants, and preferences so you can market to them effec�vely.

Iden�fy the following demographic characteris�cs, based on your research: age, gender, occupa�on, level of educa�on, income level, marital status, and number and age

range of children.

Iden�fy the following psychographic characteris�cs, based on your research: hobbies and interests, wants, current product-related buying behavior, goals, product-

related preferences, shopping preferences, and lifestyle.

Persona

Based on your research, create one fic�onal persona that represents members of the target market. A persona is a portrait of a typical example of an actual person who

is a part of the target market.

Your persona should be an accurate representa�on of individuals that belong to the target market.

Your persona must include all of the required elements in the Persona sec�on of the Module Two Milestone Worksheet.

Guidelines for Submission

Download your completed Module Two Milestone Worksheet from Soomo and submit it as a Word document. Sources should be cited according to APA style.

Module Two Milestone Rubric

Criteria Proficient (100%) Needs Improvement (85%) Not Evident (0%) Value

Product Selec�on Clearly states the product selec�on from

among the op�ons provided in the

project

Shows progress toward proficiency, but

with errors or omissions; areas for

improvement may include naming a

product that is an op�on in the project

Does not a�empt criterion 5

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11/4/21, 7:22 PM Module Two Milestone Guidelines and Rubric – MKT-205-J2875 Applied Marketing Strategies 21EW2

https://learn.snhu.edu/d2l/le/content/892231/viewContent/15719006/View 2/2

Criteria Proficient (100%) Needs Improvement (85%) Not Evident (0%) Value

Demographics

Characteris�cs

Develops a logical descrip�on of the

required demographic characteris�cs of

the target market based on informa�on

from appropriate research sources

Shows progress toward proficiency, but

with errors or omissions; areas for

improvement may include using credible

research sources or demographic

characteris�cs that are more accurate

Does not a�empt criterion 20

Psychographics

Characteris�cs

Develops a logical descrip�on of the

required psychographic characteris�cs of

the target market based on informa�on

from appropriate research sources

Shows progress toward proficiency, but

with errors or omissions; areas for

improvement may include using credible

research sources or psychographic

characteris�cs that are more accurate

Does not a�empt criterion 20

Personas Creates a plausible persona that includes

all of the required elements

Shows progress toward proficiency, but

with errors or omissions; areas for

improvement may include crea�ng a

more logical persona, based on the

research

Does not a�empt criterion 45

Ar�cula�on of Response Clearly conveys meaning with correct

grammar, sentence structure, and

spelling, demonstra�ng an understanding

of audience and purpose

Shows progress toward proficiency, but

with errors in grammar, sentence

structure, and spelling, nega�vely

impac�ng readability

Submission has cri�cal errors in grammar,

sentence structure, and spelling,

preven�ng understanding of ideas

5

Cita�ons and A�ribu�ons Uses cita�ons for ideas requiring

a�ribu�on, with consistent minor errors

Uses cita�ons for ideas requiring

a�ribu�on, with major errors

Does not use cita�ons for ideas requiring

a�ribu�on

5

Total: 100%

Southern New Hampshire University logo MKT 205 Module Two Milestone Worksheet

Target Market and Persona

Paula Sogge

Julie Summers

November 4, 2021

Target Market

Product

semisweet chocolate baking chips

Target Market Research

My target market is: Middle aged married couples with children

Demographic Characteristics

Age Range 35-45

Gender Female

Occupation is mainly Mining, Oil, Gas Extraction or Quarrying Industries

High School is highest level of education

Average Household income is $42,100

Martial Status is Married

Number of children is 2.5

Psychographic Characteristics

Hold Strong Religious Beliefs

Adopt “If it’s not broken, don’t fix it” mentality

TV is main source for entertainment, news, and all information

Own an atv, a dog, and a domestic truck

Shop at dollar stores

Popular activities are gardening, yard work and hunting

Popular places to eat out at are Pizza Hut, Dairy Queen, Golden Golden, etc.

persona

Kris, 43

DEMOGRAPHICS

location

location marker icon Primary southern, rural living, countryside, sparely located. Type of housing they live in is mobile homes or single family homes.

Marital status

heart iconMarried families with 2 children between the ages of 2 and 18

Occupation and income

briefcase iconHard working families that work in the mining, oil, gas extraction, or quarry industries. With an income between $40,000-$50,000

Education Level

graduation cap iconTarget market is high school educated.

PSYCHOGRAPHICS

Hobbies and Interests

newspaper iconGarden, Yard work, hunting, atv, watch TV, including CMT and Discovery Channel. Shop at department and discount stores.

Wants and Preferences

star iconHomecooking

Personal and professional Goals

check mark iconMake purchases for today because tomorrow is uncertain. Budget vacation to be taken within the US

Shopping Habits AND PREFERENCES

shopping cart iconShop at department and discount store. Mainly Dollar Stores

Lifestyle

heartbeat iconStrong religious beliefs Do not go to college Happy to work whenever they can

REFERENCES

LifeMode group: Rustic outposts economic bedrock 10c – Esri. (n.d.). Retrieved November 4, 2021, from https://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment48.pdf.

TM

TAPESTRY SEGMENTATION

esri.com/tapestry

Households: 810,000

Average Household Size: 2.54

Median Age: 41.3

Median Household Income: $42,100

LifeMode Group: Rustic Outposts

Economic BedRock

WHO ARE WE? Close to one in five employed residents work in mining, oil and gas extraction, or quarrying industries. Economic BedRock is a very rural, primarily Southern market. Married-couple families reside in over half of the households, with a quarter of households that live in mobile homes. This socially conservative group earns a living working with their hands. In addition to mining, construction and agriculture are common industries for employment. They take pride in the appearance of their homes and their vehicles. Budget-minded residents enjoy home cooking, but nothing too fancy. This is a gregarious group that values time spent with friends.

OUR NEIGHBORHOOD • Rural living; homes are sparsely located

throughout the countryside.

• These families have roots in their communities and do not move often; over three-quarters of all households are owner occupied.

• Over half of owned homes are worth less than $100,000.

• Married-couple families make up over half the households.

• A quarter of all housing units are mobile homes; the rest are primarily single-family dwellings.

• High-vacancy rate—nearly one in six housing units is vacant.

SOCIOECONOMIC TRAITS • They hold strong religious beliefs.

• Most residents did not go to college.

• They are slow to adopt technology; “if it’s not broken, don’t fix it,” mentality.

• TV is the main source of information, news, and entertainment.

• They make purchases for today because tomorrow is uncertain.

• They are happy to go to work whenever the opportunity presents itself.

• Budgeted vacations are taken within the US, not abroad.

Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100. Consumer preferences are estimated from data by MRI-Simmons.

10C

TM

TAPESTRY SEGMENTATION

esri.com/tapestry

LifeMode Group: Rustic Outposts

Economic BedRock10C

85+ 80–84 75–79 70–74 65–69 60–64 55–59 50–54 45–49 40–44 35–39 30–34 25–29 20–24 15–19 10–14

5–9 <5

8% 4% 0 4% 8%

Male Female

Median Household Income

Median Net Worth

$56,100

$93,300

$42,100

$69,200

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

Esri Median HH Income

Esri Median Net Worth

Series2 Series1

$56,100

$93,300

$42,100

$69,200

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

Esri Median HH Income

Esri Median Net Worth

Series2 Series1

Housing

Food

Apparel & Services

Transportation

Health Care

Entertainment & Recreation

Education

Pensions & Social Security

Other

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!”#$%”&'(“&)*+

!”#$%”&'(“&, *-

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!”#$%”&'(“&/, */-

!”#$%”&'(“&0)*0+

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!”#$%”&'(“&3)*3+

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56$78&9:8%”

;”7:”</ ;”7:”<.

INCOME AND NET WORTH Net worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured (e.g., mortgages) or unsecured (credit cards). Household income and net worth are estimated by Esri.

OCCUPATION BY EARNINGS The five occupations with the highest number of workers in the market are displayed by median earnings. Data from the Census Bureau’s American Community Survey.

AVERAGE HOUSEHOLD BUDGET INDEX The index compares the average amount spent in this market’s household budgets for housing, food, apparel, etc., to the average amount spent by all US households. An index of 100 is average. An index of 120 shows that average spending by consumers in this market is 20 percent above the national average. Consumer expenditures are estimated by Esri.

AGE BY SEX (Esri data) Median Age: 41.3 US: 38.2 Indicates US

Hispanic*

Multiple

Other

Asian and Pac. Islander

American Indian

Black

White

$60,000

$50,000

$40,000

$30,000

$20,000

$10,000

0

40,000 80,000 120,000

*Hispanic Can Be of Any Race.

0 20% 40% 60% 80%

0 $100K $200K $300K $400K $500K $600K+

0 $100K $200K $300K $400K $500K $600K+ US Average. US Median.

M ed

ia n

Ea rn

in gs

Workers (Age 16+)

68

79

67

86

90

80

40

67

74

0 50 100 150 200 250 300 350

RACE AND ETHNICITY (Esri data) The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random from the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity).

Diversity Index: 43.3 US: 64.0

Own 75.5%

Rent 24.5%

Chart Title

Own Rent

Population

Population Growth (Annual %)

Population Density (Persons per sq. mile)

350

350

350

0

0

0

900,000

-0.5%

0

11,000,000

3.0%

25,000

2,122,400

0.3%

1000

Wealth Index

Socioeconomic Status Index

Housing Affordability Index

81

64

236 12

Home Ownership US Percentage:

62.7% Own 37.3% Rent

TM

TAPESTRY SEGMENTATION

esri.com/tapestry

MARKET PROFILE (Consumer preferences are estimated from data by MRI-Simmons.) • Own a domestic truck, dog, and ATV.

• Watch a lot of TV, including programs on CMT and the Discovery Channel.

• A few still hanging onto their landlines (no cell phones).

• Dine at Dairy Queen, Pizza Hut, Sonic Drive-ins, and Golden Corral.

• Hunting, yard work, and gardening popular activities.

• Shop at department and discount stores—mostly dollar stores.

• Many are well-insured; from auto, vision, life, and prescription plans to Medicare. For convenience they pick up prescriptions at the closest Walgreens pharmacy.

ESRI INDEXES Esri developed three indexes to display average household wealth, socioeconomic status, and housing affordability for the market relative to US standards.

POPULATION CHARACTERISTICS Total population, average annual population change since Census 2010, and average density (population per square mile) are displayed for the market relative to the size and change among all Tapestry markets. Data estimated by Esri.

LifeMode Group: Rustic Outposts

Economic BedRock10C

HOUSING Median home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets. Tenure and home value are estimated by Esri. Housing type and average rent are from the Census Bureau’s American Community Survey.

Typical Housing: Single Family; Mobile Homes

Median Value: $88,500 US Median: $207,300

High

Low

T M

TAPESTRY SEGMENTATION

esri.com/tapestry

SEGMENT DENSITY This map illustrates the density and distribution of the Economic BedRock Tapestry Segment by households

LifeMode Group: Rustic Outposts

Economic BedRock10C

For more information 1-800-447-9778

[email protected] esri.com

Copyright © 2021 Esri. All rights reserved. Esri, the Esri globe logo, The Science of Where, Tapestry, @esri.com, and esri.com are trademarks, service marks, or registered marks of Esri in the United States, the European Community, or certain other jurisdictions. Other companies and products or services mentioned herein may be trademarks, service marks, or registered marks of their respective mark owners.

G1804565 ESRI2C6/21dm

TM

TAPESTRY SEGMENTATION

esri.com/tapestry

Households: 810,000

Average Household Size: 2.54

Median Age: 41.3

Median Household Income: $42,100

LifeMode Group: Rustic Outposts

Economic BedRock

WHO ARE WE? Close to one in five employed residents work in mining, oil and gas extraction, or quarrying industries. Economic BedRock is a very rural, primarily Southern market. Married-couple families reside in over half of the households, with a quarter of households that live in mobile homes. This socially conservative group earns a living working with their hands. In addition to mining, construction and agriculture are common industries for employment. They take pride in the appearance of their homes and their vehicles. Budget-minded residents enjoy home cooking, but nothing too fancy. This is a gregarious group that values time spent with friends.

OUR NEIGHBORHOOD • Rural living; homes are sparsely located

throughout the countryside.

• These families have roots in their communities and do not move often; over three-quarters of all households are owner occupied.

• Over half of owned homes are worth less than $100,000.

• Married-couple families make up over half the households.

• A quarter of all housing units are mobile homes; the rest are primarily single-family dwellings.

• High-vacancy rate—nearly one in six housing units is vacant.

SOCIOECONOMIC TRAITS • They hold strong religious beliefs.

• Most residents did not go to college.

• They are slow to adopt technology; “if it’s not broken, don’t fix it,” mentality.

• TV is the main source of information, news, and entertainment.

• They make purchases for today because tomorrow is uncertain.

• They are happy to go to work whenever the opportunity presents itself.

• Budgeted vacations are taken within the US, not abroad.

Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100. Consumer preferences are estimated from data by MRI-Simmons.

10C

TM

TAPESTRY SEGMENTATION

esri.com/tapestry

LifeMode Group: Rustic Outposts

Economic BedRock10C

85+ 80–84 75–79 70–74 65–69 60–64 55–59 50–54 45–49 40–44 35–39 30–34 25–29 20–24 15–19 10–14

5–9 <5

8% 4% 0 4% 8%

Male Female

Median Household Income

Median Net Worth

$56,100

$93,300

$42,100

$69,200

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

Esri Median HH Income

Esri Median Net Worth

Series2 Series1

$56,100

$93,300

$42,100

$69,200

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

Esri Median HH Income

Esri Median Net Worth

Series2 Series1

Housing

Food

Apparel & Services

Transportation

Health Care

Entertainment & Recreation

Education

Pensions & Social Security

Other

!”!# $!”%# $&”!# $&”%#$'”!# $'”%# $(“!# $(“%# $)”!# $

!”#$%&’$%()*

!”#$%&’$%+),

!”#$%&’$%-()-*

!”#$%&’$%-+)-, $

!”#$%&’$%.().*

!”#$%&’$%.+)., $

!”#$%&’$%/()/* $

!”#$%&’$%/+)/, $

!”#$%&’$%*()**$

!”#$%&’$%*+)*, $

!”#$%&’$%+()+*$

!”#$%&’$%++)+, $

!”#$%&’$%0()0*$

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!”#$%&’$%2()2*$

!”#$%&’$%2+3

&’$%45%6$7%) !”#$

6$89$:. 6$89$:-

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!”#$%”&'(“&)*+

!”#$%”&'(“&, *-

!”#$%”&'(“&.) *.+

!”#$%”&'(“&., *.-

!”#$%”&'(“&/) */+

!”#$%”&'(“&/, */-

!”#$%”&'(“&0)*0+

!”#$%”&'(“&0, *0-

!”#$%”&'(“&+)*++

!”#$%”&'(“&+, *+-

!”#$%”&'(“&,) *,+

!”#$%”&'(“&,, *,-

!”#$%”&'(“&1)*1+

!”#$%”&'(“&1, *1-

!”#$%”&'(“&2)*2+

!”#$%”&'(“&2, *2-

!”#$%”&'(“&3)*3+

!”#$%”&'(“&3,4

56$78&9:8%”

;”7:”</ ;”7:”<.

INCOME AND NET WORTH Net worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured (e.g., mortgages) or unsecured (credit cards). Household income and net worth are estimated by Esri.

OCCUPATION BY EARNINGS The five occupations with the highest number of workers in the market are displayed by median earnings. Data from the Census Bureau’s American Community Survey.

AVERAGE HOUSEHOLD BUDGET INDEX The index compares the average amount spent in this market’s household budgets for housing, food, apparel, etc., to the average amount spent by all US households. An index of 100 is average. An index of 120 shows that average spending by consumers in this market is 20 percent above the national average. Consumer expenditures are estimated by Esri.

AGE BY SEX (Esri data) Median Age: 41.3 US: 38.2 Indicates US

Hispanic*

Multiple

Other

Asian and Pac. Islander

American Indian

Black

White

$60,000

$50,000

$40,000

$30,000

$20,000

$10,000

0

40,000 80,000 120,000

*Hispanic Can Be of Any Race.

0 20% 40% 60% 80%

0 $100K $200K $300K $400K $500K $600K+

0 $100K $200K $300K $400K $500K $600K+ US Average. US Median.

M ed

ia n

Ea rn

in gs

Workers (Age 16+)

68

79

67

86

90

80

40

67

74

0 50 100 150 200 250 300 350

RACE AND ETHNICITY (Esri data) The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random from the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity).

Diversity Index: 43.3 US: 64.0

Own 75.5%

Rent 24.5%

Chart Title

Own Rent

Population

Population Growth (Annual %)

Population Density (Persons per sq. mile)

350

350

350

0

0

0

900,000

-0.5%

0

11,000,000

3.0%

25,000

2,122,400

0.3%

1000

Wealth Index

Socioeconomic Status Index

Housing Affordability Index

81

64

236 12

Home Ownership US Percentage:

62.7% Own 37.3% Rent

TM

TAPESTRY SEGMENTATION

esri.com/tapestry

MARKET PROFILE (Consumer preferences are estimated from data by MRI-Simmons.) • Own a domestic truck, dog, and ATV.

• Watch a lot of TV, including programs on CMT and the Discovery Channel.

• A few still hanging onto their landlines (no cell phones).

• Dine at Dairy Queen, Pizza Hut, Sonic Drive-ins, and Golden Corral.

• Hunting, yard work, and gardening popular activities.

• Shop at department and discount stores—mostly dollar stores.

• Many are well-insured; from auto, vision, life, and prescription plans to Medicare. For convenience they pick up prescriptions at the closest Walgreens pharmacy.

ESRI INDEXES Esri developed three indexes to display average household wealth, socioeconomic status, and housing affordability for the market relative to US standards.

POPULATION CHARACTERISTICS Total population, average annual population change since Census 2010, and average density (population per square mile) are displayed for the market relative to the size and change among all Tapestry markets. Data estimated by Esri.

LifeMode Group: Rustic Outposts

Economic BedRock10C

HOUSING Median home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets. Tenure and home value are estimated by Esri. Housing type and average rent are from the Census Bureau’s American Community Survey.

Typical Housing: Single Family; Mobile Homes

Median Value: $88,500 US Median: $207,300

High

Low

T M

TAPESTRY SEGMENTATION

esri.com/tapestry

SEGMENT DENSITY This map illustrates the density and distribution of the Economic BedRock Tapestry Segment by households

LifeMode Group: Rustic Outposts

Economic BedRock10C

For more information 1-800-447-9778

[email protected] esri.com

Copyright © 2021 Esri. All rights reserved. Esri, the Esri globe logo, The Science of Where, Tapestry, @esri.com, and esri.com are trademarks, service marks, or registered marks of Esri in the United States, the European Community, or certain other jurisdictions. Other companies and products or services mentioned herein may be trademarks, service marks, or registered marks of their respective mark owners.

G1804565 ESRI2C6/21dm

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