{"id":1909,"date":"2021-10-25T00:01:00","date_gmt":"2021-10-25T04:01:00","guid":{"rendered":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/?page_id=1909"},"modified":"2023-09-11T16:47:34","modified_gmt":"2023-09-11T20:47:34","slug":"unit-6-course-materials","status":"publish","type":"page","link":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/course-materials\/unit-6-course-materials\/","title":{"rendered":"Unit 6 Course Materials"},"content":{"rendered":"<p><span style=\"font-weight: 400\">In <\/span><b>Unit 6: Segmenting &amp; Target Markets<\/b><span style=\"font-weight: 400\">, we will learn about how marketers cater their approach to make sure that their specific, intended audience is receiving exactly the message the organization wants that population to receive. You\u2019ve already been the target of thousands of marketing campaigns in your life &#8212; perhaps because of your age, location, interests, or hobbies. When companies identify which customers they want to focus on, they are identifying and marketing to a <\/span><b>segment<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n\n\n<p class=\"wp-block-paragraph\"><strong>By the end of this unit, you should be able to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Examine the benefits of market segmentation<\/li>\n\n\n\n<li>Explain the purpose of segmentation and targeting in marketing<\/li>\n\n\n\n<li>Describe common segmentation approaches<\/li>\n\n\n\n<li>Explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing activities<\/li>\n\n\n\n<li>Explain how targeting influences each element of the marketing mix<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In order to successfully complete this unit, you\u2019ll need to do the following:<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. Read this Open Educational Resource (free to access):\u00a0<strong><a href=\"https:\/\/courses.lumenlearning.com\/boundless-marketing\/chapter\/market-segmentation\/\">Market Segmentation<\/a><\/strong><sup>1\u00a0<\/sup><br><em><em>You do not need to complete the assignments or questions at the end of this resource. Please use the links on our <a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/about-this-class\/schedule\/\">Course Schedule<\/a> to learn more and to complete the assignments for this week.<\/em><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. Watch <a href=\"https:\/\/youtu.be\/pxcNVrwkroU\"><strong>this video from OpenViewVentures on YouTube<\/strong><\/a><sup>2<\/sup> (also embedded below) to better understand what Marketing Segmentation is.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"What is Market Segmentation?\" width=\"625\" height=\"352\" src=\"https:\/\/www.youtube.com\/embed\/pxcNVrwkroU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n\n\n\n<p class=\"wp-block-paragraph\">Sources:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><sup>1<\/sup>CC LICENSED CONTENT, SHARED PREVIOUSLY. Curation and Revision.&nbsp;<strong>Provided by<\/strong>: Boundless.com.&nbsp;<strong>License<\/strong>:&nbsp;<em><a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><sup>2<\/sup><strong>OpenViewVentures<\/strong> on YouTube: https:\/\/youtu.be\/pxcNVrwkroU<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Unit 6: Segmenting &amp; Target Markets, we will learn about how marketers cater their approach to make sure that their specific, intended audience is receiving exactly the message the organization wants that population to receive. You\u2019ve already been the target of thousands of marketing campaigns in your life &#8212; perhaps because of your age, [&hellip;]<\/p>\n","protected":false},"author":1403,"featured_media":0,"parent":101,"menu_order":6,"comment_status":"closed","ping_status":"closed","template":"","meta":{"portfolio_post_id":0,"portfolio_citation":"","portfolio_annotation":"","openlab_post_visibility":"","footnotes":""},"folder":[],"class_list":["post-1909","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1909","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/users\/1403"}],"replies":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/comments?post=1909"}],"version-history":[{"count":8,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1909\/revisions"}],"predecessor-version":[{"id":3625,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1909\/revisions\/3625"}],"up":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/101"}],"wp:attachment":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/media?parent=1909"}],"wp:term":[{"taxonomy":"folder","embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/folder?post=1909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}