BUS 114 Introduction to Marketing
Chapter 8 Segmenting Markets
Market-product and Market Segment Grid
Your marketing plan needs (a) a market-product grid to focus your marketing efforts
and
(b) leads to a forecast of sales for the company. Use these steps:
1. Define the market segments (the rows in your grid like in Figures 8-6 and 8-7)
using the bases of segmentation used to segment consumer and organizational
markets.
2. Define the groupings of related products (the columns in your grid like in Figures
9-4 and 9-5).
3. Form your grid and estimate the size of market in each market-product cell like in
Figures 9-4 and 9-5.
4. Select the target market segments on which to focus your efforts with your
marketing program.
5. Use the information and the lost-horse forecasting technique (found in Chapter 7)
to make a sales forecast (company forecast).
Your team will write your grids on the class white board. Then each member of your
team will explain a portion of your grid and your recommended marketing mix or
marketing plan for your products/services and consumer segments that you rated “3’s”.
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