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Virginia New Market Segment Under & Armour Willful Digital Moves Case Questions

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For this task, you will determine how to identify different types of market segments and consider the best marketing strategies for reaching them.

First, read Chapter 2 in Consumer Behavior and the case study article Under Armour’s Willful Digital Moves. In your post, address the following:

  • In the case study article, what market segments were identified and what segmentation strategies were implemented?
  • What do you believe are four to five key points to remember when implementing segmentation strategies?
  • Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?

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