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Assignment Detail

Assignment : Evaluating a Journal Article
In this first assignment, you have to prepare a 2,000 critical analysis of a given article from a peer-reviewed journal. You need to critically evaluate the article from a theoretical perspective and consider the practical implications using examples based on the Omani market. In order to provide more focus and direction, two key areas have been identified for you to discuss using examples from the Omani market. You need to use two other related journal articles (selected by yourself), to support your discussion.

Journal Article on ‘The Basis of Segmentation……’

In the concluding section of the Journal article, Sulekha Goyat observes that
• ‘the selection of the basis of market segmentation is completely dependent upon the industry and product type itself’ and
• ‘demographic may prove as good basis for segmentation but everything is dependent upon the psyche of the consumers’ (page 53).

The Task:

With reference to the Omani market, and using relevant examples, critically examine and discuss these two observations.

Please, note the following:

• Equal attention must be given to both statements
• You must use at least two other journal articles for your discussion
• Your arguments must be balanced and supported by marketing literature on segmentation
• You must demonstrate and apply your marketing knowledge
• Your references must reflect a balance between academic and internet sources