About This Chapter
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.
|Day||Topics||Key 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|
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!
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.
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.
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.
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.
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.
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.
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.
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Other chapters within the Principles of Marketing Syllabus Resource & Lesson Plans course
- Marketing Philosophies & Ethics: Lesson Plans
- Competitive Advantage: Marketing Lesson Plans
- The Marketing Environment: Lesson Plans
- International Marketplace: Marketing Lesson Plans
- Consumer Decision Making: Marketing Lesson Plans
- Business Marketing & Research: Lesson Plans
- Managing a Product & Retailing: Marketing Lesson Plans
- Services Marketing, Channels & Supply Chain Management: Lesson Plans
- Promotion, Advertising & Public Relations: Marketing Lesson Plans
- Selling & Pricing Strategy: Marketing Lesson Plans