1. Identify a product market.

Prospective MBA Students

2. What are the attributes that are important to consumers in this market?

• Brand recognition/reputation/ranking- Many consumers factor in rankings from BusinessWeek and US News and World Report when deciding where to apply.
• Class size
• Faculty- the ranking for MBA programs are partially based off of the number of faculty articles published in a list of top 20 academic articles.
• Career services and job-placement
• Diversity among students
• Tuition
• Location
• Full-time (FT), Part-time (PT), Executive MBA (eMBA) options

3. Are there differences across consumers in terms of what is important?

Yes, there are many differences across consumers in terms of what is important. For example, full-time students stress the importance of career services and job placement, while part-time students, who are still employed, prefer a program that is conducive to his or her lifestyle. Location, such......

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Title: Segmentation, Targeting, Positioning
Approximate Word Count: 845
Approximate Pages: 4 (250 words per double-spaced page)

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