Essay

Segmentation, Market Selection, and Product Positioning

Course Module in Marketing Management

Course Modules help instructors select and sequence material for use as part of a course. Each module represents the thinking of subject matter experts about the best materials to assign and how to organize them to facilitate learning. Each module recommends four to six items. Whenever possible at least one alternative item for each main recommendation is included, as well as suggested supplemental readings that may provide a broader conceptual context. Cases form the core of many modules but we also include readings from Harvard Business Review, background notes, and other course materials. Click here to add the full list of materials to your library (you must be logged in as a registered user. Not registered? Sign up now.) I. Title 1. Module Overview Market Segmentation, Target Market Selection, and Positioning 2. Market Segmentation The Fashion Channel: Market Segmentation (HBP Brief case) Alternative: Cyworld: Creating and Capturing Value in a Social Network Supplement: Rediscovering Market Segmentation (HBR article) 3. Target Market Selection Polyphonic HMI: Mixing Music and Math Alternative: The New Beetle 4. Positioning Challenges Saxonville Sausage (HBP Brief case) Alternative: Product Team Cialis: Getting Ready to Market Sarvary & Elberse Stahl Gupta & Han 506019 2005 5p -Overview of suggested content (HBS cases unless otherwise noted) Author Product Number Publication Year Pages Teaching Note

2075 509012

2007 2008

12 18p

2076 510028

Yankelovich & Meer Elberse, Eliashberg & Villanueva Lal Moore Ofek

R0602G

2006

13p

--

506009

2006

24p

506081

501023 2085 505038

2005 2007 2004

30p 15p 27p

502088 2086 505060

II. Rationale for selecting and sequencing the items in this module The short note by Miklos Sarvary and Anita Elberse in Section 1 offers a handy overview of the topics of this module: market segmentation,...