Ch 54: WEST Business & Marketing Education: Segmentation & Product Marketing

About This Chapter

Review the fundamentals of market segmentation and consumer marketing as you prepare for the WEST Business & Marketing Education test. You can use these videos to check your comprehension of how to segment a business market and the different types of consumer products.

WEST Business & Marketing Education: Segmentation & Product Marketing - Chapter Summary

In this chapter, you will find fun videos featuring knowledgeable instructors who help you review the importance of segmenting a market as well as the criteria used for making the segmentation. This chapter includes lessons on:

  • Types of segmentation
  • Segmenting business markets
  • Product positioning and differentiation
  • Business products vs consumer products
  • Growing a business through new products
  • Branding

The videos in this chapter use fun graphics and real-world examples to help you remember key marketing terms and principles. You can use the quizzes to test your understanding, and the instructors are available to answer questions if you run into any problems while studying.

8 Lessons in Chapter 54: WEST Business & Marketing Education: Segmentation & Product Marketing
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.
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Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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