Prayer Dear Lord and Father of all,

Thank you for today.

Thank you for ways in which you provide for all of us.
For Your protection and love, we thank You.
Help us to focus our hearts and minds now, on what we are
about to learn.
Inspire us by Your Holy Spirit as we listen and write.
Guide us by your eternal light as we discover more about
the world around us.
We ask all this in the name of Jesus. Amen.
 REVIEW OF
PREVIOUS LESSON
 Target Marketing and
The Market STP
(Segmentation,
Targeting, and
Positioning)
Divina Grace M. Rodriguez
Objectives

a. Identify and segment market for a

product or service (ABM-PM11-Ie-i-14)
b. Select appropriate target market segment
and its positioning (ABM-PM11-Ie-i-15)
Target Marketing
- is the process of breaking a market into
several segments and then choosing and
focusing the marketing efforts to the
selected segment or segments.
Three Basic Steps
to do
Target Marketing
Step 1. Segment Marketing (Segmentation)

This is the step in which the market is divided into

distinct groups or segments of consumers or buyers.
There are four (4) basic ways to do consumer market
segmentation:
• Demographic – By personal attributes such as age, marital
status, gender, ethnicity, sexuality, education, or occupation.
• Geographic – By country, region, state, city, or
neighborhood, weather.
• Psychographic – By personality, risk aversion, values, or
lifestyle.
• Behavioral – By how people use the product, how loyal they
are, or the benefits that they are looking for.
 Step 2. Target Marketing
• In which the marketers select one or a few key
segments of the market that will receive the
marketing efforts of the company.
• Our aim is to picked a segment that you think
will be profitable for your venture.
For example, you analyze the sales and profits
from your three businesses.
First segment = P1,000
Second segment = P3,000
Third segment = P5,000
 Step 3. Market Positioning

• In which the companies decide what

position does the products or services
will occupy in the segments.
For example:

1. Cheeseburger

2. Hotdog sandwich

3. Tuna sandwich
Picked Where to Stick
Instructions:
1. For groupings, each student will pull out a popsicle stick
where the three steps of target marketing is indicated.
2. After classifying your groups (segmentation, targeting,
positioning), each group will give an example of STP
depending on what group do they belong.
3. Then, a representative of each group will present their
output to the class
Reflective Questions:

1. What is the video clip all about?

2. After watching this video, how can this
help you in dealing with your filed of
specialization?
Abstraction

1. What are the basic steps in market targeting?

2. How can you identify or what are the ways to do a
consumer market segmentation?
3. Knowing the target marketing and its steps, how can this
help you in dealing with your field of specialization?
4. How can you integrate this topic to your other subjects?
Roll the Dice
Instructions:
1. Each group will roll the dice.
2. Each side of the cube contains phrases (Define it, Compare
it, Apply it, Explain it, Give an example, and Try Again).
3. The phrases will serve as your basis on how to answer the
questions.
4. Each group should not get the similar instruction, if it
happens to be the same, they have to roll the dice again.
Rubrics
Criteria 4 3 2 1

Appropriateness Information is Information is Information is Information is

excellently suitable satisfactorily suitable acceptably suitable poorly executed and
and on purpose and on purpose with and on purpose with not on purpose with
with the instruction the instruction given the instruction given the instruction given
given
Content Student Student is at ease Student is Student does not
demonstrates full with expected uncomfortable with have grasp of
knowledge (more answers to all information and is information; student
than class questions questions, but fails to able to answer only cannot answer
with explanations elaborate rudimentary questions about
and elaboration) questions subject

Creativity Answer was Answer was Answer had little Answer had no style
presented in an presented in an style give some new gives no new
extraordinary style, interesting style information but information very
very informative somewhat poorly organized poorly organized
and well organized informative and
organized
Multiple Choice. Write the letter of the correct answer.

1. It is the process of breaking a market into several segments and

then choosing and focusing the marketing efforts to the selected
segments.
a. Market Segmentation
b. Target Marketing
c. Market Positioning
Multiple Choice. Write the letter of the correct answer.

2. The processs of tarket marketing is

a. Segmentation-Targeting-Positioning
b. Segmentation-Positioning-Targeting
c. Positioning-Segmentation-Targeting
Multiple Choice. Write the letter of the correct answer.

3. It is the way the brand is defined by customers on

important attributes - the place the product occupies in
consumers’ minds relative to competing products.
a. Product Segmentation
b. Target Product
c. Product Positioning
Multiple Choice. Write the letter of the correct answer.

4. Mr. Juan dela Cruz would like to establish a business. He

conducted a market research by obtaining information such as age,
gender, and religion. Which of the following market segment will it
fall under?
a. geographic
b. demographic
c. psychological
• 5. Suppose you are an owner of three fast food chains. You
conducted of a market research and you determined that the
following sales and profits of your business. If you are going to
choose a segment that you think will be profitable for your business
which of the following branch are you going to choose?
Branch 1 has income of P5,000.00 monthly
Branch 2 has income of P7,000.00 monthly
Branch 3 has income of P12,000.00 quarterly
a. Branch 1
b. Branch 2
c. Branch 3
 Answers:
1. B. Targeting marketing
2. A. Segmentation-targeting-positioning
3. C. Product Positioning
4. B. Demographic
5. B. Branch 2
 Values

“Aim.. Hold.. Fire.. Targeting the right

target is the name of the game in
marketing.”