||Jul 01, 2013 by
Business Editorial Board
||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.
|Type of Material:
||This material might be best used as reference material for a homework or project assignment in an undergraduate or graduate marketing class.
||In addition to a typical web browser such as Internet Explorer or Firefox, the user may need the ability to run Java for videos.
|Identify Major 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.).