Methods of Market Segmentation

EQ - How does one find a viable target market?

1. Activator – Revisiting yesterday’s TOD: What problems do you see in this method of evaluating individuals?
2. Introduction to Marketing (Frayer)
1. AP - What is the purpose of business?
2. AP – What is a market?
3. AP – What is marketing?
4. AP – What does marketing do to help a business achieve its goals?
3. Introduction to Methods of Segmentation (Frayer)
1. Demographics
2. Geographics
3. Psychographics
4. Behavioral
4. AP – TPS – List and describe the 4 methods of market segmentation (whiteboards)
5. AP – TPS – Explain why the 4 MOMS matter (whiteboards)
6. Together - Try it Again *PPT (whiteboards)
1. Demographics
2. Geo
3. Psycho
4. Behavior
7. With a Partner – Choose a sports or entertainment company (not Nike) and identify the core customer base using the methods of segmentation (whiteboards)
8. Class Share
9. AP - Muddy Points Grab Bag

Using Market Segmentation

EQ - How is a customer persona created?

1. Activator –  Frito-Lay
• Why are teens receiving so much attention from companies?
• What caused Frito-Lay to choose some of the partnerships it did?
• List 2 forms of technology used by Frito-Lay to capture the attention of teen?
• Would these technologies be the best way to reach teens today? Why or why not?
2. Revisiting yesterday’s class material (PPT)
1. TPS - Introduction to Methods of Segmentation (103-105)
• Demographics
• Geographics
• Psychographics
• Behavior-base
2. Review Key Words
• Customer
• Consumer
•  Market
• Market Segments
3. With a Partner – Choose a sports or entertainment company (not Nike) and assess the core customer base using the methods of segmentation
4. Introduction of Essential Question
5. Try it Frito-Lay
6. Class Discussion
7. Class Share
8. Muddy Points Grab Bag

Homework – Parent Product Interview