3.5.2 Segmentation Specification Learning Additional Suggested Learning activities and resources content objectives guidance timing (hours) Types of To understand Segmentation to 1 Starter in students write down five magazines that are available. For each, – segmentation the methods and target customers, students write down the market segment that it is aimed towards. criteria include gender, Reference – businesses use age, location and Teacher led discussion on criteria that could be used to segment the class, eg to segment the income. location, age, parent’s occupation etc. market. Students create a list of the main criteria businesses can use to segment a market. To understand 1 Starter show a variety of products students decide which customers they are – – why businesses targeted towards for example nappies, SAGA holidays, Nintendo DS, Ford Ka, local – use pizza delivery restaurant, Good Housekeeping magazine, Mercedes car etc. Students segmentation to should consider the age, gender, location and income. target Students to think of a product that could be targeted to all customers rather than a customers. specific market. Show video clip of why do McDonald’s use segmentation to target customers? – 3.5.3 The purpose and methods of market research
3.5.2 Segmentation Specification content Learning objectives Additional guidance Suggested timing (hours) Learning activities and resources Types of segmentation To understand the methods and criteria businesses use to segment the market. Segmentation to target customers, include gender, age, location and income. 1 Starter – in students write down five magazines that are available. For each, students write down the market segment that it is aimed towards. Reference – Teacher led discussion on criteria that could be used to segment the class, eg location, age, parent’s occupation etc. Students create a list of the main criteria businesses can use to segment a market. To understand why businesses use segmentation to target customers. 1 Starter – show a variety of products – students decide which customers they are targeted towards – for example nappies, SAGA holidays, Nintendo DS, Ford Ka, local pizza delivery restaurant, Good Housekeeping magazine, Mercedes car etc. Students should consider the age, gender, location and income. Students to think of a product that could be targeted to all customers rather than a specific market. Show video clip of – why do McDonald’s use segmentation to target customers? 3.5.3 The purpose and methods of market research