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Intro to Marketing I (Mr. Breitsprecher's Business Ed Home Page)

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© 2017 Mr. Breitsprecher & BreitLinks (www.breitlinks.com) All Rights Reserved Market Segmentation
Intro to Marketing I
Market Segmentation Name: __________________________
Market segmentation is the beginning of effective marketing. When we can take the
mass market (everybody that might buy our product) and break it into
segmentation/smaller groups that can be identified, then we can choose who we want to
promote our product to (target market) and us the marketing mix/4 P’s to make it
happen!
The three phases of market segmentation, targeting
and positioning are linked and are designed to be
executed together and sequentially, as shown in the
following diagram:
Let’s look at examples of market segments that are
commonly used competitive industries. Then we will
apply steps 2, 3, and 4 above.
Please visit the link below (NOTE: There is a direct link from our Marketing page at
www.myBusinessEd.com):
http://www.segmentationstudyguide.com/understanding-market-
segmentation/market-segmentation-examples/
Choose an industry – you will see 15 different industries and market segments they
typically serve. The complete the steps outlined below:
1. What industry have you chosen and what are the market segments identified in the
link above?
© 2017 Mr. Breitsprecher & BreitLinks (www.breitlinks.com) All Rights Reserved Market Segmentation
2. After you understand the segments and read about how they are described and identified
individual groups, describe which 3 segments you believe would be best to focus on. Please
identify and, in your own words, describe the 3 market segments you have chosen.
3. Product positioning is how the product is designed to be perceived in the marketplace by
the target market against its main competitors. In other words, it’s basically how consumers
understand your product offering and how it differs from similar competitive offerings.
Please explain how you would want your target market to see your business and how it
would differ than your competition.
4. Now we are ready to apply the marketing mix/4 P’s. Please write a short statement for each
item below that illustrates how you would focus your marketing mix on your target market.
Product
Price
Place
Promotion
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Completed 15 December 2020

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