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MKT 201 · Unit 2 of 6

Segmentation, Targeting, and Positioning

Marketing Management

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Learning objectives

After completing this unit, you will be able to:

  • to business decisions
  • Apply the frameworks in "Segmentation, Targeting, and Positioning" to a real management decision
  • Make progress on your Marketing Management case analysis applied project

Why this matters

Segmentation, Targeting, and Positioning is essential to Marketing Management. Complete all lessons in this unit, then finish the assessments on the unit page.

Lesson

Unit overview

Work through each lesson in order. This unit covers Segmentation, Targeting, and Positioning as part of Marketing Management. Lessons build on one another; complete the knowledge checks and applied work on the unit page after finishing all lessons.

Connection to applied work

This unit feeds directly into Marketing Management case analysis. As you read, capture notes, examples, and data you can reuse in that deliverable. Strong students finish each unit with a draft section of their project, not just highlights.

Practice

  1. Write a one-page summary of this unit in your own words without looking at the lesson.
  2. Find a real company example (public filing, news article, or personal experience) that illustrates the main concept.
  3. Draft one paragraph recommending an action a manager should take based on this unit.
  4. Add at least three terms from this unit to your course glossary.

Knowledge check

Answer these without notes before marking the unit complete:

  1. What is the central idea of "Segmentation, Targeting, and Positioning"?
  2. What mistake do beginners most often make when applying this material?
  3. How does this unit help you complete Marketing Management case analysis?
  4. What is one decision you face this month where this unit applies?

Key takeaways

  • to business decisions
  • Business concepts only matter when they change a decision.
  • Your MKT 201 assessment (Segmentation, positioning, product, pricing, channels, and marketing performance.) rewards applied understanding, not memorization.

Unit assessment

Complete each section below. Score 80%+ on the quiz to finish this unit's assessment.

40% applied project35% knowledge checks25% reflections

Exercises

Apply what you learned in this unit with structured practice.

ExerciseApplied practice: Segmentation, Targeting, and Positioning45 min
Complete a focused practice exercise on **Segmentation, Targeting, and Positioning**. 1. Choose a real company, product, or situation you know. 2. Apply one core framework from this unit to analyze it. 3. Write your analysis in 300–500 words with a clear recommendation. 4. Cite at least one credible source.

Deliverable

300–500 word analysis document saved to your portfolio under MKT 201.

Rubric

  • • Framework applied correctly (not just named)
  • • Specific evidence from a real example
  • • Clear recommendation with tradeoffs acknowledged
  • • Professional writing with source citation
ExerciseDrill: Segmentation, Targeting, and Positioning30 min
Work through the practice problems in the unit lesson without looking at notes. Then check your work against the lesson and write a short reflection: - What you got right - One mistake you caught - One concept to review before the next unit

Deliverable

Problem solutions + 150-word reflection in your MKT 201 workbook.

Rubric

  • • Attempted all practice items before checking answers
  • • Honest reflection on errors
  • • Identifies a specific review action

Case analysis

Analyze a case using frameworks from this unit.

CaseCase analysis: Segmentation, Targeting, and Positioning60 min
Analyze a real business case through the lens of **Segmentation, Targeting, and Positioning**. Choose a public company event, HBR-style case, or documented decision. **Deliverable structure:** 1. Situation summary (150 words) 2. Analysis using this unit's frameworks (400 words) 3. Recommendation (150 words) 4. Risks and what would change your mind

Deliverable

2-page case write-up in your portfolio.

Rubric

  • • Case facts are accurate and sourced
  • • Analysis uses unit frameworks explicitly
  • • Recommendation is justified with tradeoffs
  • • Risks are specific, not generic

Knowledge quiz

Check your understanding before marking the unit complete.

1. BrightBrew defines routine seekers separately from explorer enthusiasts using skip behavior and acquisition message theme. Which segmentation base is most central?

2. A 50-person law firm and a 50-person software startup both fit office firmographics. Why might BrightBrew treat them as different segments?

3. Segment D (deal seekers) has 6.0M reachable size, CAC $18, and weak retention. Segment R (routine metros) has CLV net near $250 in the lesson model. What attractiveness lesson applies?

4. BrightBrew sets primary target routine metros at 60% of new adds but holds deal seekers under 5%. Q2 actual deal-seeker share is 22%. What broke?

5. In BrightBrew's positioning map, the primary segment goal is high reliability with adequate variety, not variety leadership. Which competitive frame is BrightBrew choosing?

6. BrightBrew office micro-plan EVC analysis uses keurig pods as reference value plus morale and admin-time differentiation. Which pricing concept is being applied early for positioning?

7. A positioning statement includes target, frame of reference, POD, and reason to believe. Which BrightBrew reason to believe is testable operations data?

8. Two demographic twins brew at different frequencies and hire BrightBrew for different jobs. Which segmentation mistake does this illustrate?

Next unit: Customer and Market Understanding →