MKT310 Segmentations Psychographics Essay Paper
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
MKT310 Segmentations Psychographics Essay Paper
MKT310, Segmentations, Psychographics, Essay, Paper
Make a post by following the instructions below then the response to students (I will upload later I have to make a post first to see other posts)
Please listen to the following NPR How I Built This Podcast on AirBnB. The podcast can be accessed via any podcast app like itunes or stitcher. This podcast is 40 minutes long but I promise it will be interesting! And, you can listen to it on your morning commute or while working out! Please answer the following:
- How did Joe Gebbia segment the market (demonstrate knowledge of the types of market segmentation)
- Identify at least two target markets for AirBnb
- What is yourattitudetoward Airbnd? How does AirBnb use persuasion to challenge attitudes about AirBnb?
Ideas for a 2nd post include applying current news or information about Airb and as it relates to attitudes, persuasion, segmentation, target marketing, and/or the influence process.
- John Gebbia segmented the market for Airbnb with the following; behavior segmentations,psychographics, demographics and geodemographics. Using behavior segments Joe recognized the type of people who are intrigued by the idea of staying in another person’s home for a night.
Psychographics refers to the attitudes, motivations, beliefs, and life styles of consumers. In a world were people are taught at an early age that stranger equals danger Joe faced a task of making Airbnb widely accepted. Geo demographics refer to the area a consumer lives in and their needs according to that specific area.
Joe demonstrates this with his first Airbnb experience when he rented his own home out to conference attendees when hotels were sold out. Demographics refers to statistical characteristics of a population. With Airbnb Joe is able to reach a wide range of demographics as prices, locations, styles, and more all vary significantly, meaning there is a Airbnb out there for almost anyone.
- One target market for Airbnb is professionals. More specifically professionals who attend large gatherings like conferences, meetings, festivals, etc. These people need a place to stay and sometimes a hotel room isn’t the ideal place. With Airbnb these professionals now have many choices of where they can stay.
A second target market for Airbnb being travelers. People who love to travel. These people love new experiences and Airbnb is perfect for them by providing uniques options for a place to stay when traveling.
- My attitude towards Airbnb is positive. I personally love the concept of Airbnb and I have used it before personally. Airbnb persuades people to change their beliefs by offering many features through their website that make users feel more safe.
An Airbnb user can see reviews from previous people who stayed, they can talk to the host, with these Airbnb is attempting to make consumers feel more comfortable with the idea of staying a complete strangers home. Or even hosts who might be hesitant about letting starangers stay in their home.
- There are four ways you can segment a market; by behavior, psychographics, demographics and geodemographic. With behavioral segmentation, you segment a group of people by behavior. Such as targeting all heavy users of the product, or targeting individuals whom are browsing for the product.
In psychographics, you segment the market based on lifestyle, beliefs, values, and attitudes. With demographics, you segment a market based on things such as age, education, salary, gender. It is like measurable attributes that you can segment a market based upon. Lastly, geodemographic, which is putting together geography and demographics.
For example, zip code data. Based on the podcast, Joe Gebbia was able to segment the airBNB market in a few different ways. Gebbia was able to segment the market based on psychographics, as well as geodemographic specifically.
Within the psychographics, it is obvious that users of airBNB are those with an adventurous lifestyle because obviously they are using it to travel. As for geodemographic segmentation, Gebbia could take the zip code of the airBNB and use it to its advantage by pairing it with nearby attractions.
- One target market for airBNB is college kids. I think that college kids are a good target market for airBNB because of its simplicity, as well as price. Age also has to be a factor, because for some hotels you have to be above 21 to book, whereas Airbnb you can be 18. Another target market for airBNB is spring break travelers. Hotels book up super quick, and some airBNB locations can even be better than hotel locations.
- In my opinion, I think that airBNB is a great company with a great idea behind it. I have used airBNB in the past, therefore, my attitude is optimistic about it because I have had nothing but great experiences. On the other hand, I know there are some individuals who are sketched out about using Airbnb.
They are able to use persuasion by social proof, liking, and authority specifically to challenge skeptics. By social proof, I’m sure we all know someone who has used Airbnb. Take lead from them and their experiences. Liking, you see how nice some of these places are especially following a nicer price, it persuades you to at least give it a try. Lastly, authority, I know some famous celebrities have spoken about Airbnb and their experiences behind it.
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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