Module 5 - Market Segmentation, Targeting, and Positioning
In the Spotlight
Figure 5.1 Market segmentation allows companies to focus their resources on their target mark...
5.1 Market Segmentation and Consumer Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define market segmenta...
5.2 Segmentation of B2B Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the challenge...
5.3 Segmentation of International Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the challenge...
5.4 Essential Factors in Effective Market Segmentation
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the ...
5.5 Selecting Target Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define target market. ...
5.6 Product Positioning
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define product positio...
5.7 Ethical Concerns and Target Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss ethical implic...
Chapter Summary
In this chapter, market segmentation is defined and the differences between segmenting B2C, B2B, ...
Key Terms
ADAMS the essential factors in effective market segmentation—accessible, differentiable, actiona...
Applied Marketing Knowledge: Discussion Questions
1. Somewhat like the cola wars of the 1980s, quick-service food chains are engaging in chic...
Critical Thinking Exercises
1. Mountain Dew was introduced in 1940 and marketed as “moonshine,” complete with Willy the...
Building Your Personal Brand
There are numerous examples of successful personal brands. For good examples, read this article f...
What Do Marketers Do?
Utilize LinkedIn to find two sales managers in your geographic area and invite them to connect wi...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Travelers Point Distillery In early 2000, several friends got together to tell stories and dri...
References
1. Gregory Schmidt, “Mattel Is Reviving Max Steel Action Figure for a New Media Age,” New Y...