Principles of Marketing

BBA 3201, Principles of Marketing 1

Course Learning Outcomes for Unit IV Upon completion of this unit, students should be able to:

2. Apply the market segmentation process to identify target markets. 2.1 Explain the bases that a segment markets. 2.2 Describe how a company uses market segmentation.

7. Explore factors that influence promotional strategies.

7.1 Consider how market segmentation relates to promotional strategies.

Course/Unit Learning Outcomes

Learning Activity

2.1

Unit Lesson Video: Segmenting, Targeting, and Positioning Video: The Four P's: Marketing Strategies Video: Supermarkets Inc.: Inside a $500 Billion Money Machine Unit IV Essay

2.2

Unit Lesson Video: Segmenting, Targeting, and Positioning Video: The Four P's: Marketing Strategies Video: Supermarkets Inc.: Inside a $500 Billion Money Machine Unit IV Essay

7.1

Unit Lesson Video: Segmenting, Targeting, and Positioning Video: The Four P's: Marketing Strategies Video: Supermarkets Inc.: Inside a $500 Billion Money Machine Unit IV Essay

Reading Assignment In order to access the following resources, click the links below. Note: The transcript for each video is available to view and/or print by clicking on the “Show Transcript” tab on the right side of the video page. You are only required to view the following portions of the video below: Segments 2 titled "Market Segmentation and Targeting" (3:45 in length) and 3 titled "Positioning in the Market" (3:44 in length). Hopewell, L. D. (Producer), & Deege, R. (Director). (2000). Segmenting, targeting, and positioning [Video file].

Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=10141

You are only required to view the following portion of the video below: Segment 7 titled "Product Promotion: Target Marketing" (6:08 in length). Pearce, M. (Director). (2009). The four P's: Marketing strategies [Video file]. Retrieved from

https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=41111&loid=88032

You are only required to view the following portions of the video below: Segments 7 titled "Buy-ology" (1:23 in length) and 8 titled "Data Mining & Targeted Marketing" (2:30 in length).

UNIT IV STUDY GUIDE

Target Marketing and Market Segmentation

BBA 3201, Principles of Marketing 2

UNIT x STUDY GUIDE

Title

Weitzner, M. (Producer). (2011). Supermarkets Inc.: Inside a $500 billion money machine [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=47287

Unit Lesson Click here to access the Unit IV Lesson presentation. (Click here to access the PDF version of this presentation.)

Suggested Reading This CNBC original documentary looks at how Facebook began, evolved, and has become a part of our daily lives. Segment 11 is especially applicable to this course. Weitzner, M. (Producer). (2011). The Facebook obsession [Video file]. Retrieved from

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