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Marketing 210

Chapter 7 Market Segmentation, Targeting, and Positioning


 

Read the Objectives on page 195 of the text.

Read Chapter 7.

Review the support materials for this chapter from
The textbook: Figure 7-1; Table 7-1 & 7-2.
Segmentation Studies Should Be Practical and Young Fogies at Current Events from this page http://www.prenhall.com/~bookbind/pubbooks/kotler/chapter7/deluxe.html

Learn all of the terms listed in the margins of this chapter.

Take the Study Guide practice tests from this page: http://www.prenhall.com/~bookbind/pubbooks/kotler/chapter7/deluxe.html

Complete and turn in these assignments. Be sure to include your name, the assignment number, and the course name and number on each page. Chapter Assignment 4-7.1: Complete the Internet Exercise Segmentation and Targeting: Modifying Your Marketing Mix at: http://www.prenhall.com/~bookbind/pubbooks/kotler/chapter7/deluxe.html {This application is worth 30 points.}

Continuing Application 5-C.1. This is the first step in your Continuous Application. The Continuous Application covers several chapters and simulates the tasks facing a marketing manager. You will submit your work on the Continuous Application as you finish each chapter. Your work will be graded and returned to you and you will compile the work from the 7 seven steps in one file. At the end of the course you will be given a similar, Summative Application. This will be completed as a final project and you may use your Continuous Application as guide for the Summative Application.

For this step you must 1) segment your market from the data provided. You must determine your target market. You will then decide on your position within the target market. The data you will use is provided here as an Excel spreadsheet you can download Pool Demos.xls. If you have Excel you are encouraged to use this format. Examine the data carefully. Remember that you are trying to find the segments in the market that already exist there. Look at the size of the market and the amount of money this segment spends. Once you have examined the segmented market you may 2) choose your target market. This is a critical decision as it influences all of the other steps in this process. Sometimes you may choose a smaller market that spends a reasonable amount if because the smaller market is easier to reach with your advertising and promotions. Finally, begin to 3) determine your position in the market. Will you be an entry-level provider? Are you going for the high-end of the market? Do you want to be the low-price leader or the high quality brand?

Note that there is more than one correct answer here; often your grade will depend on how well you support your position. Turn in the following: 1) Your market segments, explaining how you analyzed the market. 2) A detailed description of your target market including totals (total size, total spending, etc). Include an explanation of why you selected this segment. 3) Your initial positioning strategy (Realizing that you will be allowed to modify this later as your marketing plan develops) [This portion of the Continuous Application is worth 35 points.]

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