CHAPTER 6
Target Markets: Segmentation and Evaluation
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 98
Lecture Outline
IRM, p. 99
Discussion Starters
IRM, p. 107
Class Exercises
IRM, p. 109
Answers to Developing Your Marketing Plan
IRM, p. 112
Answers to Discussion and Review Questions
IRM, p. 113
Comments on the Cases
IRM, p. 117
Video Case 6.1
IRM, p. 117
Case 6.2
IRM, p. 118
Strategic Case 3
IRM, p. 119
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
PURPOSE AND PERSPECTIVE
In this chapter, we define and explore the concepts of markets and market segmentation. First, we discuss
the major requirements of a market. Then, we examine the steps in the target market selection process,
including identifying the appropriate targeting strategy, determining which variables to use for
segmenting consumer and business markets, developing market segment profiles, evaluating relevant
market segments, and selecting target markets. We conclude with a discussion of the various methods for
developing sales forecasts.
