Chapter 9 - Segmentation, Targeting, and Positioning Marketing 5
determine the best method of segmenting a market. Segment attractiveness is explored
and well as positioning
One of the most difficult concepts for students to understand is that of product
positioning. Instructors should emphasize that product position is based primarily on
competing brands in the marketplace and the consumer’s perception of the brand. The
perceptual map from the text should be thoroughly reviewed with students.
Students can learn this in a classroom setting where the instructor delegates one person in
the class to be the facilitator and then assigns the classroom with creating a class
perceptual map (food franchises can be used as an example). This can also take place in
groups with each group presenting their perceptual map to the class.
Online Tip: This exercise can be transferred to the online platform where groups are
given the same tasks then asked to post the groups’ results. An ensuing discussion board
can then compare/contrast the various perceptual maps.
The four strategies of undifferentiated, differentiated, concentrated, and
micromarketing should be further explored with critical thinking exercises. Emphasize
that it is the approach to the marketing message in relation to its target market(s) NOT
the type of product it is.
Students confuse this. Consequently providing additional exercises such as having
students research advertisement campaigns on the Web, then determining if it’s a
differentiated, undifferentiated, concentrated, or micromarketing segmentation strategy
will help them to better understand that the strategy is based on the target market
characteristics not the product.
Remember to review the Newsletter for Instructors and its accompanied PowerPoint
presentation, which integrates examples and discussion from the newsletter. Each
newsletter contains over ten article abstracts on hot topics, plus a selection of current
commercials and videos for you to use with your class. The newsletter also includes a
guide that explains where the articles, commercials, and videos best fit in your Marketing
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