Principles of Marketing

Accountancy, Business, and Management

Name: Date:

4.2 Market Segmentation

Know Your Segments! 20 minutes

Learning Competency
This activity aims to target the following DepEd competency:
Identify and segment the market for a product or service (ABM_PM11-Ie-i-14).

Instructions

A table that shows where to use segmentation on different target markets

Product

Complete the table below by providing possible products and target markets using
different segmentation types. Use the provided spaces below.

Types of Products Target Market

Segmentation

Descriptive: 1. 1.
2. 2.
3. 3.

Behavioral: 1. 1.
2. 2.
3. 3.

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Principles of Marketing
Accountancy, Business, and Management

Benefit: 1. 1.
2. 2.
3. 3.

Suggested Rubric for Grading

The rubric below is a suggested one. Your teacher may modify the rubric based on your
needs. Consult your teacher for the final rubric.

Performance Levels

Criteria Suggested
1 2 3 Score
Weight
Beginning Average Advanced
Proficiency Proficiency Proficiency

Completeness Less than half of the More than half of All the required
components are the components are components are
x3
present. present. present.

Accuracy of The examples The examples The examples

Examples provided provided provided

demonstrated a poor demonstrated a demonstrated an
understanding of the sufficient in-depth x2
subject matter. understanding of the understanding of
subject matter. the subject matter.

Language Less than half of the More than half of All answers are
answers are the answers are grammatically
grammatically correct grammatically correct correct and free ×1
and free from spelling and free from spelling from spelling errors.
errors. errors.

Total Possible Score 18

Teacher’s Feedback
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Lesson 4.2 Market Segmentation 2

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Principles of Marketing
Accountancy, Business, and Management

Name: Date:

4.2 Market Segmentation

Segmentation Plan 25 minutes

Learning Competency
This activity aims to target the following DepEd competency:
Identify and segment the market for a product or service (ABM_PM11-Ie-i-14).

Instructions

A segmentation plan to attract the ideal customers for their product

Product

Read the situation found in the box. Answer the questions below on creating a plan
following the segmentation process. Use the space provided.

You are the newly appointed marketing head. Your first task as the new leader is to
determine your potential target market for your product, LIGHTIA, a scented candle
with different Christmas theme shapes.

You are thinking of launching your product in mid-November and having two months
to complete the segmentation plan before the launch. Your product should range from
₱180 to ₱230 each and varies in size. Also, you are planning to sell it inside the
department stores of big malls and on online selling platforms.

Lesson 4.2 Market Segmentation 3

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Principles of Marketing
Accountancy, Business, and Management

Following the segmentation process, create a plan to gather data and select the perfect
audience for your product:

1. How would you determine your target market and their expectations?
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2. State on how you will characterize your market segment.

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3. List at least three (3) marketing techniques that you will use to promote your
product.
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Lesson 4.2 Market Segmentation 4

c
Principles of Marketing
Accountancy, Business, and Management

Suggested Rubric for Grading

The rubric below is a suggested one. Your teacher may modify the rubric based on your
needs. Consult your teacher for the final rubric.

Performance Levels

Criteria Suggested
1 2 3 Score
Weight
Beginning Average Advanced
Proficiency Proficiency Proficiency

Application of The product reflects a The product reflects The product reflects

concepts fair amount of sufficient the student’s

knowledge of ideas knowledge of ideas mastery of ideas x3
and concepts and concepts and concepts
discussed. discussed. discussed.

Creativity The product is The product is The product is very

somewhat interesting and interesting and
interesting and makes a somewhat makes an original
makes a slightly original contribution contribution to the x2
original contribution to the field. field.
to the field.

Presentation The presentation of The presentation of The presentation of

and ideas needs ideas is somewhat ideas is complete,

Organization improvement. complete, organized organized and ×1

and logical. logical.

Total Possible Score 18

Teacher’s Feedback
_________________________________________________________________________________________________

_________________________________________________________________________________________________

_________________________________________________________________________________________________

Lesson 4.2 Market Segmentation 5