Instructions-
Segmentation, Targeting, and "Got Milk"
In this assignment, we look at segmentation and minorities in the United States. To begin, please do some internet research on the California Milk Producers and the "Got Milk" marketing campaign. Consider three major minority groups in the USA: Hispanic Americans, African Americans, and Asian Americans. For each group, describe the segments in terms of:
- Overall population size (USA & California)
- Demographics like age, education, and income (USA and California)
- What are the media habits of each group (USA only)?
- Describe the nature of families for each group (USA only)
After describing each group, choose the first group you would target if you were the California Milk Producers and if the assumed goal is to increase the use of milk in California. Base your targeting on the criteria listed in your book, including accessibility, ability to buy, action-ability or the responsiveness of the group you choose, overall size, and sustainability of the market over time. Please discuss your targeting in detail.
Refer to the Assignment Expectations for general Dropbox assignment instructions.
| Criteria | Excellent | Satisfactory | Needs Improvement | Criterion Score |
|---|---|---|---|---|
Content | 30 points Analysis is well‐ developed and fully addresses the topic. Evidence and examples are ample. Meets or exceeds the 500-word length requirement. | 25 points Analysis addresses the topic, but lacks detail in a few areas. May be slightly under the 500-word length requirement (480-499 words) | 21 points Analysis is poorly developed and lacks sufficient details or examples to support the argument. May be moderately under the 500-word length requirement (450-479 words) | Score of Content, / 30 |
Grammar, Mechanics, and Citation | 10 points Grammar, mechanics, and spelling are error‐ free and college level. References are correctly cited | 8 points Grammar, mechanics, or citing may have a few minor errors which do not interfere with meaning. | 6 points Numerous grammar, mechanical, or citation errors that impact flow or understanding. | Score of Grammar, Mechanics, and Citation, / 10 |
TotalScore of Dropbox Assignments,
/ 40