Students are introduced to the concept of market segmentation and its relevance for marketing. Analyzing and understanding a market is essential to all marketing activities, including product development, pricing, promotions and product placement. The lesson begins with a student activity that the students use to identify the market segments they belong to. This aligns their experiences and prior knowledge with marketing terms and helps understand the basic concepts. External resources, in the form of the handout and Knowledge@Wharton article, give a range of examples on how companies and brands have positioned and marketed their products to particular consumer segments. The concepts are further linked to later topics like the marketing mix and consumer behavior.