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Chapter 9
Segmentation, Targeting, and Positioning
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
The Segmentation, Targeting, and Positioning Process
Learning Objectives
LO 9-1 Outline the different methods of segmenting a market.
There is really no one “best” method to segment a market. Firms choose from various methods
strategy. For instance, if the firm wants to identify its customers easily, demographic or
LO 9-2 Describe how firms determine whether a segment is attractive and therefore worth
pursuing.
Marketers use several criteria to assess a segment’s attractiveness. First, the customer should be
identifiable—companies must know what types of people are in the market so they can direct
that the segment will embrace. Finally, the segment must be profitable, both in the near term and
over the lifetime of the customer.
LO 9-3 Articulate the differences among targeting strategies: undifferentiated, differentiated,
concentrated, or micromarketing.
Firms use a targeting strategy after they have identified its segments. An undifferentiated strategy
Firms that employ a micromarketing or one-to-one marketing strategy tailor their product/service
offering to each customer—that is, it is custom made. In the past, micromarketing was reserved
LO 9-4 Determine the value proposition.
A firm’s value proposition communicates the customer benefits to be received from a product or
educate its customers about the importance of those attributes, deemphasize them, or not offer
those product or service attributes.
LO 9-5 Define positioning, and describe how firms do it.
Positioning is the “P” in the STP (segmentation, targeting, and positioning) process. It refers to
how customers think about a product, service, or brand in the market relative to competitors’
market’s ideal points and market sizes for those products or services. Third, they identify
competitors’ positions. Fourth, they determine consumer preferences. Fifth, they select the
position. Finally, they monitor the positioning strategy.
Extended Chapter Outline With Teaching Tips
I. The Segmentation, Targeting, Positioning Process (PPT slide 9-4)
A. Step 1: Establish Overall Strategy or Objectives (PPT slide 9-5)
B. Step 2: Describe Segments (PPT slide 9-6)
1. Geographic Segmentation (PPT slide 9-7)
7. Using Multiple Segmentation Methods
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 9-16)
1. What are the various segmentation methods?
C. Step 3: Evaluate Segment Attractiveness (PPT slide 9-17)
1. Identifiable (PPT slide 9-18)
5. Profitable (PPT slide 9-22, 23)
D. Step 4: Select Target Market (PPT slide 9-24)
1. Undifferentiated Segmentation Strategy, or Mass Marketing (PPT slide 9-25)
4. Micromarketing (PPT slide 9-25)
E. Step 5: Develop Positioning Strategy (PPT slide 9-26-28)
1. Value
5. Positioning (PPT slide 9-29)
F. Positioning Steps (PPT slide 9-30)
1. Determine consumers’ perceptions and evaluations in relation to competitors.
5. Monitor the positioning strategy.
G. Perceptual Maps (PPT slide 9-35)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 9-37)
1. What is a perceptual map?
2. Identify the six positioning steps?
Answer: The six positioning steps are: Determine consumers’ perceptions and evaluations
