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Ch 7: AMA PCM Exam: Segment Targeting & Positioning

About This Chapter

This study chapter will help you pass the AMA PCM Certification Exam by teaching you about market segmentation and positioning. Our experienced instructors are here to guide you through a collection of engaging, relevant video lessons.

AMA PCM Exam: Segment Targeting & Positioning - Chapter Summary

Learn about why it is critical to segment the market and identify key targets for marketing efforts. Also explore the five ways that markets can be segmented to increase sales opportunities. The material covered here has relevance to Domain 3: Understanding & Targeting the Marketplace, representing 30% of the AMA PCM Certification Exam. Other topics covered by the instructors include:

  • Positioning strategies
  • Differentiation of products and brands
  • Brand repositioning
  • Value proposition in marketing

Our video lessons include an interactive timeline that enables you to search for and jump to any major topic you need to review. Text lessons put key words and phrases in bold type. Additionally, instructors are here to answer your questions via the system interface. Lastly, the lesson quizzes and chapter exam are a great way to make sure you have mastered the material presented.

6 Lessons in Chapter 7: AMA PCM Exam: Segment Targeting & Positioning
Test your knowledge with a 30-question chapter practice test
Market Segmentation: Why Market Segments Are Important to Marketers

1. Market Segmentation: Why Market Segments Are Important to Marketers

Marketing managers must understand the importance of segmenting a market and the specific criteria for successful segmentation. Before the 1960's, most companies tried to market products to the masses with declining success. It is important to identify key target markets!

Market Segmentation: Geographic, Demographic, Psychographic & More

2. Market Segmentation: Geographic, Demographic, Psychographic & More

Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.

Positioning Strategy: Definition & Examples

3. Positioning Strategy: Definition & Examples

Manufacturing and service firms need to find a business area that will allow them to be competitive in the marketplace. In this lesson, we will examine different positioning strategies through examples.

Positioning and Differentiation in Consumer Marketing

4. Positioning and Differentiation in Consumer Marketing

Consumers' perceptions of products and brands are influenced by the marketing and promotional plan. Marketers must identify the key characteristics that are important to the target market and then ensure that their product stands out in the minds of the consumers as the best choice for purchase.

Brand Repositioning: Definition, Strategies & Examples

5. Brand Repositioning: Definition, Strategies & Examples

Is your company stuck in a rut? Are sales declining? It may be time for a change - a big change. This lesson reviews strategies a company can use to reposition itself in the marketplace and how to successfully implement them.

The Role of the Value Proposition in Marketing

6. The Role of the Value Proposition in Marketing

A central strategy for marketers is value proposition, by which companies try to demonstrate why consumers should purchase their goods. This lesson shows how it works, as well as some real-life examples.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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