Briefly describe and give two examples of the lowest and highest levels of consumer market segmentation. What marketing approach is associated with these levels?

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REQUIRED ELEMENTS:

For Part B of this assignment, learners are required to submit a 2to 3 page reflective analysis of the professional meeting that they attended (including 3 to 4 scholarly references in addition to those used for Part A of this assignment). For this analysis, a modified version of the LEARN framework (College of Nurses of Ontario (CNO), 1996; Matthew-Maich, 2000) will structure your submission.

Look Back (describe the events as they occurred and as you experienced them )

Elaborate (provide emphasis to help the reader to understand key elements of the meeting and why they were significant )

Analyze (analyze the process and outcomes – why did things happen the way they did? What are the outcomes of the meeting and what implications do these have for nursing practice and healthcare? What were your thoughts and perceptions in the moment? Upon deeper reflection, did you gain any new insights? How is your analysis influenced by the scholarly literature – drawing upon 3 -4 scholarly references in addition to those used for Part A of this assignment )

Revise (How has your thinking changed as a result of attending this meeting? What might you do differently in another situation? What might you suggest the organization do differently? How are your ideas influenced by the relevant professional literature?)

New Trial Planning (Based on your experience, what plans can you make for future involvement and action in professional meetings (either in follow-up to this one or in unrelated meetings)? Have you taken any action in this respect (e.g., joined a professional group, joined a committee, made plans for subsequent attendance) or can you imagine next steps moving forward?)

Essay/Discussion Items
1. In the crowded market for candy, cookies, and other sweet treats, Estee Foods has successfully carved out a niche by offering a wide range of sugar-free products. Estee targets diabetics as well as other consumers who need or want to restrict their intake of sugar and other ingredients, like carbohydrates.
Discuss Estee’s target selection based on the three criteria in Section 2.3: segment characteristics, competition, and company fit.
2. Airbnb ( has uncovered a segment of leisure travelers that is not served by conventional hotel firms. Describe and discuss this segment based on four of the key characteristics of useful segmentation described in Section 2.1: identifiable, accessible, stable, and actionable.
Short Answer Items:
3. List and briefly define the major segmentation variables used in consumer markets. Give an example of two products that are likely to make use of each variable (either alone or in combination with other variables).
4. Briefly describe and give two examples of the lowest and highest levels of consumer market segmentation. What marketing approach is associated with these levels?

Describe the types of evaluation you plan to use in general terms

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Health Promotion program proposal Worth: 35% Please review the rubric on Blackboard for the marks allocation Length: up to 2000 words (excluding table of contents tables figures and references) Due: Friday 5th June 2015 uploaded to Blackboard by 6pm Project Proposal 1. Title of the program: e.g. Seniors Pedestrian Injury Prevention Program (SPIPP) 2. Contents page: list all your main headings 3. Synopsis: Introductory information about the health issue the proposed program and potential benefits of the intervention; up to 350 words. This should set up the marker so they do not have to re-visit assessment 2. 4. Goal: Please include a SMART program goal. 5. Objectives: You will also need to re-state and include your behavioural and/or environmental programobjectives (5 in total). If appropriate write sub-objectives (usually no more than 2 or 3 per objective). The number of objectives and sub-objectives recommended have been limited in order to reduce the complexity of the assignment. 6. Strategies: refer to Modules 6 and case studies presented. In selecting strategies clearly illustrate a relationship between objectives sub-objectives and each chosen strategy. List and describe selected strategies along with relevant details (they may include mass media group approaches individual contact approaches policy and structural changes). This should be a brief description of your strategies once again think about using a table but you must provide enough detail so that the reader is well informed on what you are proposing. Strategies need to be realistic so keep in mind your timeline and available budget. This is the main focus of this assignment and you need to demonstrate clear links between objectives sub objectives and strategies. 7. Evaluation: refer to Modules 3 and 4.Describe the types of evaluation you plan to use in general terms. Some aspects of your evaluation particularly process evaluation may be discussed within your strategies section or entirely within the evaluation section. This is a small focus of this assignment and should demonstrate that you are familiar only with the basic evaluation concepts. 8. Timeline: this will spell out what happens when and may be linked explicitly to your strategies or presented separately. You might find a Gantt chart provides a useful way to present this. 9. Sustainability and Capacity building: refer to Module 9. Describe examples of how health promotion sustainability and capacity building will be incorporated into the program you have designed. 10. Paraphrasing citing and references: Include a list of references cited in the proposal e.g. for the health issue strategies and evaluation. If some of your strategies include adapting or using already existing resources training programs workshop curriculum and so on then these will also need referencing.

Describe examples of how health promotion sustainability and capacity building will be incorporated into the program you have designed.

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Health Promotion program proposal Worth: 35% Please review the rubric on Blackboard for the marks allocation Length: up to 2000 words (excluding table of contents tables figures and references) Due: Friday 5th June 2015 uploaded to Blackboard by 6pm Project Proposal 1. Title of the program: e.g. Seniors Pedestrian Injury Prevention Program (SPIPP) 2. Contents page: list all your main headings 3. Synopsis: Introductory information about the health issue the proposed program and potential benefits of the intervention; up to 350 words. This should set up the marker so they do not have to re-visit assessment 2. 4. Goal: Please include a SMART program goal. 5. Objectives: You will also need to re-state and include your behavioural and/or environmental programobjectives (5 in total). If appropriate write sub-objectives (usually no more than 2 or 3 per objective). The number of objectives and sub-objectives recommended have been limited in order to reduce the complexity of the assignment. 6. Strategies: refer to Modules 6 and case studies presented. In selecting strategies clearly illustrate a relationship between objectives sub-objectives and each chosen strategy. List and describe selected strategies along with relevant details (they may include mass media group approaches individual contact approaches policy and structural changes). This should be a brief description of your strategies once again think about using a table but you must provide enough detail so that the reader is well informed on what you are proposing. Strategies need to be realistic so keep in mind your timeline and available budget. This is the main focus of this assignment and you need to demonstrate clear links between objectives sub objectives and strategies. 7. Evaluation: refer to Modules 3 and 4.Describe the types of evaluation you plan to use in general terms. Some aspects of your evaluation particularly process evaluation may be discussed within your strategies section or entirely within the evaluation section. This is a small focus of this assignment and should demonstrate that you are familiar only with the basic evaluation concepts. 8. Timeline: this will spell out what happens when and may be linked explicitly to your strategies or presented separately. You might find a Gantt chart provides a useful way to present this. 9. Sustainability and Capacity building: refer to Module 9. Describe examples of how health promotion sustainability and capacity building will be incorporated into the program you have designed. 10. Paraphrasing citing and references: Include a list of references cited in the proposal e.g. for the health issue strategies and evaluation. If some of your strategies include adapting or using already existing resources training programs workshop curriculum and so on then these will also need referencing.