https://padlet.com/rmannett/x6hftm20i4f4qjex By Ryan Mannett en-us 2022-02-28 00:14:42 UTC 2022-02-28 02:01:51 UTC hello@padlet.com rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068575479 This video is a brief introduction to segmentation. It tells a quick story about how one-to-one marketing can narrow down a customer base and create new marketing strategies. It explains how segmentation works by using the example of a ketchup company segmenting its market into different groups with different wants and needs. The video explains the different methods for surveying and learning about different market segments, and then determining which ones are the best to pursue. ]]> 2022-02-28 00:18:32 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068575479 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068576332 This video explains the four primary types of market segmentation while also listing each type's benefits. The 4 types of segmentation that the video discusses are: demographic segmentation, geographic segmentation, behavioral segmentation, and psychographic segmentation. Demographic is based on customer traits (age, gender, race, religion, etc.), geographic is based on location (region, county, city, country, etc.), behavioral is based on purchase behavior, occasion, loyalty, and the like, and finally, psychographic focuses on interests, lifestyle, and class. ]]> 2022-02-28 00:19:37 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068576332 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068576549 This brief video serves as an introduction to identifying a target market. It explains what targeting is (selecting a target market for your product) and why it is important. The video uses McDonald's as an example of how identifying a specific target market can lead to success. The video shows how McDonald's targets kids, which has led it to becoming a  $25 billion company. ]]> 2022-02-28 00:19:54 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068576549 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068576778 This video provides a brief introduction to positioning in marketing. It defines positioning as where a product or brand is 'positioned' within the mind of a consumer. The video uses social media as an example, likening positioning to a ladder with many different levels. The video explains how and why certain brands are on certain levels of the ladder, and how that can change. ]]> 2022-02-28 00:20:11 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068576778 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578694 This short video is a tutorial for beginners who know little to nothing about market segmentation. The video aims to simplify the idea and gives easy to follow, practical examples. It introduces demographic, psychographic, and geographic segmentation and gives an example of each one in action, using McDonald's as a reference company. ]]> 2022-02-28 00:22:37 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578694 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578721 This video defines what a market segment is, and why defining and targeting them is important. The video goes over how different wants and needs can create different consumers. It explains how certain traits can overlap to create specific, niche segments, such as healthy lifestyle women who make more than $50,000 a year and are against pesticides in their produce. ]]> 2022-02-28 00:22:39 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578721 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578771 This video discusses the variables that can affect how a company segments its market. It goes into income based segmentation, and talks about how certain firms segment in order to sell luxury products to high-income consumers, who way seek to convey status or wealth through their purchases. In addition to discussing the 4 types of segmentation discussed in the video from above, this video goes in-depth into behavioral segmentation. It explains that time and occasion can be key for segmentation, as well as purchasing habits and brand loyalty. ]]> 2022-02-28 00:22:43 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578771 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578823 This video explains how to identify a target market. It uses an example of a business man who analyzes three things to find his target market: the total addressable market, the served available market, and the target market. By breaking the market down from largest to smallest, the businessman can what his target market is. This video will help students who may feel overwhelmed or confused by how narrowing down a target market works. ]]> 2022-02-28 00:22:46 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578823 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578854 This video explains how a small business can define its target market. While the last video explained how a global-scale corporation can go about targeting, this one is on a smaller, more digestible scale that may be more relevant to the average student. The main piece of advice from the video is this: know your audience! This ties back into segmentation. ]]> 2022-02-28 00:22:49 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578854 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578889 This video shrinks the targeting scale even further and introduces niche and micro-market targeting. Hypertargeting, as the video explains, can help companies penetrate into the smallest target markets out there in order to best sell its products. A micro-market is a subgroup of a niche market. If a niche market is vegan women's shoes, a micro-market is vegan women over the age of 45 who make less than $55,000 a year and live in the Pacific Northwest. You can see that micro-marketing allows a company to get incredibly specific in its targeting, which the video explains well. ]]> 2022-02-28 00:22:52 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578889 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578927 In this video, our good friend Professor Wolters explains the differences between mass marketing and more targeted, micro-marketing. He defines mass marketing as the same marketing for every customer, a differentiated targeting strategy as a different market mix for each segment, concentrated targeting strategy as focusing on one, concentrated segment, and micro-marketing as completely individual marketing, sometimes even one-to-one.]]> 2022-02-28 00:22:55 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578927 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578969 This video visualizes positioning by using a perceptual map to see how consumers categorize brands within their minds. The example used in the video is candy brands. A consumer has different criteria, evaluative criteria, that they judge candy brands on, which are all displayed on axes on the map. ]]> 2022-02-28 00:22:58 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068578969 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068579009 This video highlights how important positioning in relation to competition is in the mind of the consumer. It discusses what can set brands apart and cause them to occupy more space. The video defines five traits of an effective positioning statement: it should be simple, it should involve a target audience, it should be believable, it should occupy free space in the consumer's mind, and it should be consistent. ]]> 2022-02-28 00:23:01 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068579009 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068579038 This video provides a new take on the idea of product positioning. It states that positioning can and should define the product, not the other way around. The video says that the 4 P's of marketing (product, place, promotion, and price) should all be defined by the intended positioning of the product. These are some things to keep in mind, but its important to blend these ideas with the information in the other videos and take this as just one perspective on the matter, not the end all be all. ]]> 2022-02-28 00:23:03 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068579038 rmannett https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068579075 This is a simplified cartoon that can serve as a good introduction to positioning or a refresher for those having trouble with the topic. It features humor. It defines brand positioning and identifies problems that many marketers face when positioning, as well as how to avoid these pitfalls. The video urges everyone to use marketing sense instead of common sense. ]]> 2022-02-28 00:23:06 UTC https://padlet.com/rmannett/x6hftm20i4f4qjex/wish/2068579075