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Ch 7: Segmentation & Product Marketing: Lesson Plans

About This Chapter

The Segmentation & Product Marketing chapter of this course is designed to help you plan and teach how to divide a market into similar and identifiable segments in your classroom. The video lessons, quizzes and transcripts can easily be adapted to provide your lesson plans with engaging and dynamic educational content. Make planning your course easier by using our syllabus as a guide.

Weekly Syllabus

Below is a sample breakdown of the Segmentation & Product Marketing chapter into a 5-day school week. Based on the pace of your course, you may need to adapt the lesson plan to fit your needs.

DayTopicsKey Terms and Concepts Covered
Monday Types of market segments Why market segmentation is important to marketers; geographic, demographic, psychographic, benefit and usage-rate segmentation
Tuesday Segmenting markets; positioning Steps to segment a market successfully; how positioning and differentiation relates to consumers
Wednesday Business and consumer products Definition of products; difference between convenience, shopping, specialty and unsought products
Thursday Product development Growing a business through product development
Friday Branding and brand equity Importance of brand equity to a business

8 Lessons in Chapter 7: Segmentation & Product Marketing: Lesson Plans
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.

How to Segment Business Markets Step-by-Step

3. How to Segment Business Markets Step-by-Step

Discover the four segments of business marketing in this lesson. You will also learn the distinguishing characteristics of each segment so you may easily identify each of them.

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.

What is a Business Product: Definition for Marketers

5. What is a Business Product: Definition for Marketers

In this lesson, you'll find out the difference between a consumer product and a business product. You will also learn about the different business categories and seven types of business products.

Consumer Products: Convenience, Shopping, Specialty & Unsought Products

6. Consumer Products: Convenience, Shopping, Specialty & Unsought Products

In this lesson, you will learn the difference between business and consumer products. We will also discuss the different ways they can be classified, which include the areas of convenience, shopping, specialty and unsought.

Product Development and Business Growth: Process & Strategies

7. Product Development and Business Growth: Process & Strategies

Product development is an essential part of any company's growth strategy. It allows for growth in sales and market share. This development, though, is a finely tuned process that we will discuss in this lesson.

Branding and Brand Equity in Business Marketing

8. Branding and Brand Equity in Business Marketing

Brand and brand equity go hand-in-hand in the marketing arena. Here, we will discuss how a brand develops and how that leads to increased brand equity.

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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