PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
9-1: Segmentation, Targeting, and
Positioning
9-2: Segmentation, Targeting, and
Positioning
These are the learning objectives for this chapter.
9-3: Netflix Through careful analysis of its millions of
viewers and how they watched shows, Netflix, thr
movie rental company, has quickly and readily
become one of the most popular and successful
streaming content providers.
Netflix makes sure to target advertisements for
each of its shows to each specific segment.
9-4: Segmentation, Targeting,
Positioning Process
Previous chapters addressed how to plan
marketing strategy; this chapter focuses on how
firms use that strategy to identify the target
markets they will serve.
9-5: Step 1: Establish Overall Strategy
or Objectives
Remind students that any strategy must be
consistent with the firm’s mission statement and
be based on the current assessments from SWOT
analyses
9-6: Step 2: Segmentation Methods Group activity: Divide the class into groups.
Have them choose either a manufacturer or
national retailer.
Have them describe their segmentation strategy
and then evaluate whether or not it is the best
segmentation strategy for that firm.
9-7: Geographic Segmentation Geographic information software (GIS) aids in
such segmentation.
Many firms use regional brands of popular
products.
When Dunkin’ Donuts introduced soup to its
menu, it included New England Clam Chowder,
which appealed to northeastern consumers, but
franchisees in Texas objected to this choice.
Understanding regional preferences can define a
company’s success—or failure.
Ask students: How can firms successfully
change a regional brand into a national brand?
This will tie to the previous chapter on global
marketing – should they adapt to local tastes?
9-8: Demographic Segmentation This web link is to the U.S. Census Bureau.
They provide one of the most important
marketing research tools: Census data, which
offer a rich, free source of information about
various consumers that suggests segmentation
possibilities.
On the Census Bureau website, walk students
through the information available about the zip
code in which your university is located.
9-9: Google’s Project Glass Ask students: What segments are Google
targeting with this ad?
Ask students: Should Google make their Glasses
compatible with the iPhone as well as Android
phones? Why or why not?
9-10: Psychographic Segmentation Not just businesses segment their customers;
segmentation also helps organizations that
counsel drug addicts or other at-risk groups.
Recall the discussion during the last presidential
election about “hockey moms”—middle-class,
educated, married women concerned about
various threats to their children.
Group Activity: Divide students into groups.
Have each choose a product/service they like.
Have them describe users of that product/service
in terms of psychographics.
9-11: VALS Framework Click on the VALS hyperlink and take the survey
as a class.
Group activity: Students complete the VALS
survey individually, and then bring their
completed survey to class.
Ask students: Why might you fall into similar
categories? Who fell into different categories?
For example, few business students likely belong
to the Believers category, but art majors very well
may.
9-12: Geodemographic Segmentation Click on the Claritas link and conduct the “You
Are Where You Live” exercise with the zip codes
of the students’ hometowns.
Ask students: Describe your neighborhood.
How accurately does the site depict your
hometown?
9-13: State Farm Not Insuring
Mississippi
Ask students: When is geographic segmentation
not legal or ethical?
You can play this video about State Farm refusing
to insure Mississippi.
Note: Please make sure that the video file is
located in the same folder as the PowerPoint
slides.
9-14: benefit Segmentation Group activity: Have students identify products
that provide each type of benefit.
How else might these products be segmented?
This activity provides a good opportunity to
remind students that products exist in multiple
segments, just as consumers do.
Different motives lead different consumers to
purchase the same product.
9-15: Behavioral Segmentation Firms encourage loyalty in various ways, such as
airline mileage or hotel point reward programs.
Ask students: Are you a loyal buyer of any
single product, to the extent that you refuse to
purchase a substitute?
Students may refer to soft drinks, but true brand
loyalty is extremely rare.