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MERLOT II


    

Peer Review


Market Segmentation Study Guide

by Geoff Fripp
 

Ratings

Overall Rating:

5 stars
Content Quality: 5 stars
Effectiveness: 5 stars
Ease of Use: 5 stars
Reviewed: Jul 01, 2013 by Business Editorial Board
Overview: The Market Segmentation Study Guide was prepared by Geoff Fripp, an adjunct lecturer at the University of Sydney who also possesses extensive business experience. This site represents one of the most extensive study guides I have found on this, or any other, topic. The site covers all aspects of market segmentation, target markets, and positioning. Tabs along the top of the site make it easy for students to browse through the various topics: The STP Process, Market Segmentation, Segmentation Bases, Segment Profiles, Business Segmentation, Target Markets, Product Positioning, Repositioning, and Perceptual Maps, along with Resources, FAQs, and contact information. A search bar allows the user to search for specific topics; for example, a search of the term "B2B" brought up the topic "Business Market Segmentation." Along the right side of the landing page, you can click on popular topics, including "What is the STP Process," "Consumer Segmentation Bases," "A Step-by-Step Guide to Segmenting a Market," "Criteria for Effective Market Segmentation," "Business Segmentation," "Target Markets," "Evaluating Target Markets," "Segment Profiles," "Product Positioning," "Positioning Categories and Examples," "Percpetual Maps," "Interpreting Perceptual Maps," and "A Step-by-Step Guide to Constructing a Perceptual Map." Each individual section includes comprehensive information on the topic. Take, for example, the section on Perceptual Maps. In addition to a basic introduction to the concept, the author includes a discussion that will help students understand the purpose of perceptual maps and why firms use them, and primer on how to interpret perceptual maps, an example of how to interpret a perceptual map, and a step-by-step guide for constructing a perceptual map. The language is concise and clear, and the examples are excellent. The well-designed FAQ section includes useful information on how students should reference site information and graphics in papers and assignments. A list of recommended books includes links to those books at amazon.com; all external links open in new windows, with internal links staying in the same window. The full-study guide is also available for purchase as a PDF document via PayPal ($2.99 USD). This purchase, if desired, is easily facilitated on the site.
Learning Goals: The primary learning goal is to develop a comprehensive understanding of market segmentation, target marketing, and positioning. Additional learning goals include to aid students in finding hard data about various subjects to aid in decision making and/or creative thinking.
Target Student Population: The stated targeted population is university students. The ideal population would be undergraduate marketing majors in an introductory and/or higher-level marketing class. It would also be suitable for an entry-level graduate marketing class.
Prerequisite Knowledge or Skills: Ideally the student will possess an understanding of the basic underlying concepts of marketing (e.g., 4Ps, etc.).
Type of Material: Reference Material
Recommended Uses: This material might be best used as reference material for a homework or project assignment in an undergraduate or graduate marketing class.
Technical Requirements: In addition to a typical web browser such as Internet Explorer or Firefox, the user may need the ability to run Java for videos.

Evaluation and Observation

Content Quality

Rating: 5 stars
Strengths: The quality of the content is outstanding. All concepts are defined thoroughly and discussed in detail. Terms within a discussion are hyperlinked to additional discussions that provide further clarification. Students are provided with a definition of a concept, how it is used by business, and why it is important. Decision-making processes related to each concept are laid-out in a step-by-step fashion. The site is thorough and comprehensive. Excellent resource. Very interesting. Examples are clear-cut, relevant and up-to-date, with links to company and product websites provided. When quotations are included within the body of a discussion, links to the original articles and books are provided.
Concerns: None

Potential Effectiveness as a Teaching Tool

Rating: 5 stars
Strengths: This site has the potential to be very effective. I would assign this site as supplemental reading to any chapter on market segmentation; the clear explanations and examples make the concepts very easy to understand. The discussion of perceptual maps and the graphics employed could be used in a F2F class effectively, and undoubtedly this would be perfect for an online course. Quizzes and tests could also be developed easily based on this material.
Concerns: None

Ease of Use for Both Students and Faculty

Rating: 5 stars
Strengths: The site is very easy to use. All links are working and up-to-date. The tabs across the top of the site, as well as the links to the side, make navigation very easy. Searches of the site are also easily navigated. I was very impressed with the number of hyperlinks throughout the site. If you are unsure of a definition, you can simply click on the word to get more information. All external links open in new windows; internal links keep the user within the site. I especially appreciated that quotes took the reader directly to the source material.
Concerns: None

Other Issues and Comments: There are a number of ads on the site; although a bit annoying, I assume these help the site author keep the site free to students. The trade-off is well worth it to get this great content.