{"id":26,"date":"2021-07-30T17:02:45","date_gmt":"2021-07-30T21:02:45","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/?post_type=chapter&#038;p=26"},"modified":"2021-07-30T17:02:45","modified_gmt":"2021-07-30T21:02:45","slug":"market-segmentation-and-target-marketing","status":"publish","type":"chapter","link":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/chapter\/market-segmentation-and-target-marketing\/","title":{"raw":"Module 3: Market Segmentation and Target Marketing","rendered":"Module 3: Market Segmentation and Target Marketing"},"content":{"raw":"<h1>Learning Topics<\/h1>\r\n<ul>\r\n \t<li>Market segmentation<\/li>\r\n \t<li>Consumer behavior<\/li>\r\n \t<li>Business to business marketing<\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px;\">In plain language:<\/p>\r\n\r\n<ul>\r\n \t<li style=\"list-style-type: none;\">\r\n<ul>\r\n \t<li>We will divide a market of potential customers into groups, or segments, based on different characteristics to identify who we should target with our product or service<\/li>\r\n \t<li>We will study consumers and the processes they use to choose and use products and services. We will consider our target markets behavior and react to this information.<\/li>\r\n \t<li>We will balance the idea of promoting and selling to businesses as our consumers and make a decision on which group to focus on.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<h1>Learning Skills<\/h1>\r\n<ul>\r\n \t<li>We will learn about market segmentation and how to categorize customers.<\/li>\r\n \t<li>We will imagine that we are entrepreneurs and engage in possibility thinking around which customers to target.<\/li>\r\n \t<li>We will use free online tools to create an infographic.<\/li>\r\n \t<li>We will develop our decision-making skills by making decisions on who to target.<\/li>\r\n<\/ul>\r\n<blockquote>\r\n<h1>Resources<\/h1>\r\n<\/blockquote>\r\n<ul>\r\n \t<li><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-5-market-segmenting-targeting-and-positioning\/\">Chapter 5: Market <\/a><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-5-market-segmenting-targeting-and-positioning\/\">Segmenting<\/a><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-5-market-segmenting-targeting-and-positioning\/\">, Targeting, and Positioning<\/a><\/li>\r\n \t<li><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-3-consumer-behavior-how-people-make-buying-decisions\/\">Chapter 3: Consumer Behavior: How People Make Buying Decisions<\/a><\/li>\r\n \t<li><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-4-business-buying-behavior\/\">Chapter 4: Business Buying Behavior<\/a><\/li>\r\n \t<li><a href=\"https:\/\/www.youtube.com\/watch?v=pCLQkgcjMjY\">Video explanation of market segmentation<\/a><\/li>\r\n \t<li><a href=\"https:\/\/learn.g2.com\/market-segmentation\">Article explanation of market segmentation<\/a><\/li>\r\n<\/ul>\r\n<h1>Learning Activities<\/h1>\r\nIn your module 2 video, be sure to discuss the following:\r\n<ul>\r\n \t<li>Deciding the target market is one of the most important things that a business needs to decide.<\/li>\r\n \t<li>What are the four segmentations and how can we assume what our product service will speak to this target market.<\/li>\r\n \t<li>Infographics can be difficult to build and many students can make similar mistakes, such as:\r\n<ul>\r\n \t<li>Using stock images and not icons and simple images<\/li>\r\n \t<li>Putting a wall of text on the infographic<\/li>\r\n \t<li>Not sourcing materials.<\/li>\r\n \t<li>I recommend asking students to google \u201cworld\u2019s tallest mountains infographic\u201d to give many great examples of the balance between imagery and text.<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Most paid services will allow you to download the image but free ones may require students to get creative with snipping tools and print screen.<\/li>\r\n<\/ul>\r\n<h1>Assignment<\/h1>\r\n<div>\r\n\r\n<strong>Assignment Title: <\/strong>Market Segmentation and Target Marketing\r\n\r\n<strong>Topics: <\/strong>\r\n\r\n\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0 Market segmentation\r\n\r\n\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0 Consumer behavior\r\n\r\n\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0 Business to business marketing\r\n\r\n<strong>Description:<\/strong>\r\n\r\nThis assignment focuses on the following sections of the marketing plan:\r\n\r\nPage 4 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Market-Product Focus\r\n\r\n\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0 Marketing and Product Objectives\r\n\r\no\u00a0\u00a0 Target Markets\r\n\r\no\u00a0\u00a0 Points of Difference\r\n\r\no\u00a0\u00a0 Positioning\r\n\r\nMarket-Product Focus\r\n\r\nThe Market-product focus describes how your business will position its product in the market. Brand positioning has been defined by Kotler as \u201cthe act of designing the company\u2019s offering and image to occupy a distinctive place in the mind of the target market\u201d. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers\u2019 minds. In other words, we can\u2019t be everything to everyone, so what small area can we carve out where certain people think about our product or service.\r\n\r\nTip: Chapter 5 of your open education textbook dives into this material in great detail.\r\n\r\n<em>Marketing and Product Objectives<\/em>\r\n\r\nThe chances of success for a new product are significantly increased if objectives are set for the product itself. In this section, set one year marketing objectives and five year marketing objectives for your product or service.\r\n\r\nAn example of a one year marketing objective could be:\r\n\r\nTo sell 400 products in this community this year.\r\n\r\nAn example of a five year marketing objective could be:\r\n\r\nTo diversify product sales to surrounding communities by doing a weekly delivery and having the sales to justify doing so.\r\n\r\n<em>Target Markets<\/em>\r\n\r\nThe first step is to determine your target market. To do this, we must use the segmentation strategy. I am looking for details of your potential customers based on four very specific segments; Geographic, Demographic, Psychographic, and Behavioral. <a href=\"https:\/\/learn.g2.com\/market-segmentation\">What is Market Segmentation<\/a><a href=\"https:\/\/learn.g2.com\/market-segmentation\">. How<\/a><a href=\"https:\/\/learn.g2.com\/market-segmentation\"> to Use It for Max ROI<\/a> is a fantastic article you should read to learn more. Follow up with watching this very good video about <a href=\"https:\/\/www.youtube.com\/watch?v=pCLQkgcjMjY\">what market segmentation is and how to do it<\/a>. Your free textbook is also very detailed on this topic.\r\n\r\n<em>Points of Difference<\/em>\r\n\r\nAn organization cannot grow by offering only \u201cme-too\u201d products or services. The greatest single factor in a new product\u2019s or service\u2019s failure is the lack of significant \u201cpoints of difference\u201d that set it apart from competitors\u2019 substitutes.\r\n\r\n<em>Positioning<\/em>\r\n\r\nA positioning strategy helps communicate the company\u2019s unique points of difference of its products to prospective customers in a simple, clear way\r\n\r\n<strong>Resources: <\/strong>Computer, Internet access.\r\n\r\n<strong>Technical specifications: <\/strong>\r\n\r\nCreate an infographic on a website of your choosing (piktogragh or vennage are recommended). Your infographic is a display of your research information with visual support from icons and images. An infographic should be balanced between writing and imagery.\r\n\r\nYour infographic should clearly show the 4 sub sections of market-product focus, Objectives, Target Market, Points of Difference, and Positioning. Although the infographic consists of the four sections, the focus should be on the target market, as the information will dictate your 4P assignment. The target market section of the infographic must clearly show the Geographic, Demographic, Psychographic, and Behavioral segments and traits.\r\n\r\nTranspose the image to your online marketing plan on page 4. These websites may require paying to have full access to the infographic, so get creative with screen shots and pasting together in ms paint, or pay the nominal fee to have access to your image.\r\n\r\n<strong>Due Date: <\/strong>Sunday, 1159pm\r\n\r\n<strong>Marks: 20% rubric<\/strong>\r\n\r\n<strong>\u00a0<\/strong>\r\n\r\n<strong>Example<\/strong>\r\n\r\n&nbsp;\r\n\r\n<strong>Figure 6 Example a market-product focus with a target market infographic.<\/strong>\r\n\r\n<\/div>\r\n&nbsp;\r\n<div>\r\n\r\n<strong>Rubric:<\/strong>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><strong>Criteria<\/strong><\/td>\r\n<td><strong>Excellent 3 Points<\/strong><\/td>\r\n<td><strong>Good 2 Points<\/strong><\/td>\r\n<td><strong>Satisfactory 1 Point<\/strong><\/td>\r\n<td><strong>Poor 0 Points<\/strong><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>\u00a0<\/strong>\r\n\r\n<strong>Technical Specifications<\/strong>\r\n\r\n<strong>\u00a0<\/strong><\/td>\r\n<td>The project meets all the requirements of the assignment. The marketing plan looks professional and the assignment followed instructions.<\/td>\r\n<td>The project meets the basic requirements of the assignment and includes some information about the marketing plan.\r\n\r\nThe instructions were adequately followed.<\/td>\r\n<td>The project meets some of the requirements and needs improvement.\r\n\r\nThe assignment needs improvement.\r\n\r\nThe instructions were not followed.<\/td>\r\n<td>The project is not complete. The assignments did not follow the instructions.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>\u00a0<\/strong>\r\n\r\n<strong>Materials \/ Content<\/strong>\r\n\r\n<strong>\u00a0<\/strong><\/td>\r\n<td>The student has shown all the elements of the marketing plan and can easily answer questions related to the four segments. The student can easily describe how to determine the target market.\r\n\r\n&nbsp;<\/td>\r\n<td>The student has shown most of the elements of the marketing plan and can answer questions related to it. The student can summarize how to determine the target market.\r\n\r\n&nbsp;<\/td>\r\n<td>The student has shown limited elements of the marketing plan and is able to answer some of the questions. The student can describe most of the procedures involved in determining the target market.<\/td>\r\n<td>Student did not demonstrate good progress regarding the project and is unable to describe how to determine the target market.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>\u00a0<\/strong>\r\n\r\n<strong>Presentation and creativity<\/strong><\/td>\r\n<td>The assignments are clear and easy to read. High quality graphics are used which attract the audience. All the information provided is relevant to the topic. Students have used excellent creative skills which makes the assignment more attractive.<\/td>\r\n<td>The assignments are clear. Good quality graphics are used which attract the audience. No irrelevant information. The project shows creativity with the use of attracting colors.<\/td>\r\n<td>The assignments are of good quality. Little irrelevant details.\r\n\r\nThe student did not make an effort to show any creativity to make the project more attractive.<\/td>\r\n<td>Poor presentation and no signs of creativity<\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Critical Thinking and decision making<\/strong><\/td>\r\n<td>The student has used critical thinking in determining the target market.<\/td>\r\n<td>The student has shown application of research and shown some critical thinking.<\/td>\r\n<td>The student has shown no use of research and shown little critical thinking.<\/td>\r\n<td>&nbsp;\r\n\r\nLittle to no use of critical thinking.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<strong>\u00a0<\/strong>\r\n\r\n&nbsp;","rendered":"<h1>Learning Topics<\/h1>\n<ul>\n<li>Market segmentation<\/li>\n<li>Consumer behavior<\/li>\n<li>Business to business marketing<\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\">In plain language:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>We will divide a market of potential customers into groups, or segments, based on different characteristics to identify who we should target with our product or service<\/li>\n<li>We will study consumers and the processes they use to choose and use products and services. We will consider our target markets behavior and react to this information.<\/li>\n<li>We will balance the idea of promoting and selling to businesses as our consumers and make a decision on which group to focus on.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h1>Learning Skills<\/h1>\n<ul>\n<li>We will learn about market segmentation and how to categorize customers.<\/li>\n<li>We will imagine that we are entrepreneurs and engage in possibility thinking around which customers to target.<\/li>\n<li>We will use free online tools to create an infographic.<\/li>\n<li>We will develop our decision-making skills by making decisions on who to target.<\/li>\n<\/ul>\n<blockquote>\n<h1>Resources<\/h1>\n<\/blockquote>\n<ul>\n<li><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-5-market-segmenting-targeting-and-positioning\/\">Chapter 5: Market <\/a><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-5-market-segmenting-targeting-and-positioning\/\">Segmenting<\/a><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-5-market-segmenting-targeting-and-positioning\/\">, Targeting, and Positioning<\/a><\/li>\n<li><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-3-consumer-behavior-how-people-make-buying-decisions\/\">Chapter 3: Consumer Behavior: How People Make Buying Decisions<\/a><\/li>\n<li><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\/part\/chapter-4-business-buying-behavior\/\">Chapter 4: Business Buying Behavior<\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=pCLQkgcjMjY\">Video explanation of market segmentation<\/a><\/li>\n<li><a href=\"https:\/\/learn.g2.com\/market-segmentation\">Article explanation of market segmentation<\/a><\/li>\n<\/ul>\n<h1>Learning Activities<\/h1>\n<p>In your module 2 video, be sure to discuss the following:<\/p>\n<ul>\n<li>Deciding the target market is one of the most important things that a business needs to decide.<\/li>\n<li>What are the four segmentations and how can we assume what our product service will speak to this target market.<\/li>\n<li>Infographics can be difficult to build and many students can make similar mistakes, such as:\n<ul>\n<li>Using stock images and not icons and simple images<\/li>\n<li>Putting a wall of text on the infographic<\/li>\n<li>Not sourcing materials.<\/li>\n<li>I recommend asking students to google \u201cworld\u2019s tallest mountains infographic\u201d to give many great examples of the balance between imagery and text.<\/li>\n<\/ul>\n<\/li>\n<li>Most paid services will allow you to download the image but free ones may require students to get creative with snipping tools and print screen.<\/li>\n<\/ul>\n<h1>Assignment<\/h1>\n<div>\n<p><strong>Assignment Title: <\/strong>Market Segmentation and Target Marketing<\/p>\n<p><strong>Topics: <\/strong><\/p>\n<p>\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0 Market segmentation<\/p>\n<p>\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0 Consumer behavior<\/p>\n<p>\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0 Business to business marketing<\/p>\n<p><strong>Description:<\/strong><\/p>\n<p>This assignment focuses on the following sections of the marketing plan:<\/p>\n<p>Page 4 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Market-Product Focus<\/p>\n<p>\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0 Marketing and Product Objectives<\/p>\n<p>o\u00a0\u00a0 Target Markets<\/p>\n<p>o\u00a0\u00a0 Points of Difference<\/p>\n<p>o\u00a0\u00a0 Positioning<\/p>\n<p>Market-Product Focus<\/p>\n<p>The Market-product focus describes how your business will position its product in the market. Brand positioning has been defined by Kotler as \u201cthe act of designing the company\u2019s offering and image to occupy a distinctive place in the mind of the target market\u201d. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers\u2019 minds. In other words, we can\u2019t be everything to everyone, so what small area can we carve out where certain people think about our product or service.<\/p>\n<p>Tip: Chapter 5 of your open education textbook dives into this material in great detail.<\/p>\n<p><em>Marketing and Product Objectives<\/em><\/p>\n<p>The chances of success for a new product are significantly increased if objectives are set for the product itself. In this section, set one year marketing objectives and five year marketing objectives for your product or service.<\/p>\n<p>An example of a one year marketing objective could be:<\/p>\n<p>To sell 400 products in this community this year.<\/p>\n<p>An example of a five year marketing objective could be:<\/p>\n<p>To diversify product sales to surrounding communities by doing a weekly delivery and having the sales to justify doing so.<\/p>\n<p><em>Target Markets<\/em><\/p>\n<p>The first step is to determine your target market. To do this, we must use the segmentation strategy. I am looking for details of your potential customers based on four very specific segments; Geographic, Demographic, Psychographic, and Behavioral. <a href=\"https:\/\/learn.g2.com\/market-segmentation\">What is Market Segmentation<\/a><a href=\"https:\/\/learn.g2.com\/market-segmentation\">. How<\/a><a href=\"https:\/\/learn.g2.com\/market-segmentation\"> to Use It for Max ROI<\/a> is a fantastic article you should read to learn more. Follow up with watching this very good video about <a href=\"https:\/\/www.youtube.com\/watch?v=pCLQkgcjMjY\">what market segmentation is and how to do it<\/a>. Your free textbook is also very detailed on this topic.<\/p>\n<p><em>Points of Difference<\/em><\/p>\n<p>An organization cannot grow by offering only \u201cme-too\u201d products or services. The greatest single factor in a new product\u2019s or service\u2019s failure is the lack of significant \u201cpoints of difference\u201d that set it apart from competitors\u2019 substitutes.<\/p>\n<p><em>Positioning<\/em><\/p>\n<p>A positioning strategy helps communicate the company\u2019s unique points of difference of its products to prospective customers in a simple, clear way<\/p>\n<p><strong>Resources: <\/strong>Computer, Internet access.<\/p>\n<p><strong>Technical specifications: <\/strong><\/p>\n<p>Create an infographic on a website of your choosing (piktogragh or vennage are recommended). Your infographic is a display of your research information with visual support from icons and images. An infographic should be balanced between writing and imagery.<\/p>\n<p>Your infographic should clearly show the 4 sub sections of market-product focus, Objectives, Target Market, Points of Difference, and Positioning. Although the infographic consists of the four sections, the focus should be on the target market, as the information will dictate your 4P assignment. The target market section of the infographic must clearly show the Geographic, Demographic, Psychographic, and Behavioral segments and traits.<\/p>\n<p>Transpose the image to your online marketing plan on page 4. These websites may require paying to have full access to the infographic, so get creative with screen shots and pasting together in ms paint, or pay the nominal fee to have access to your image.<\/p>\n<p><strong>Due Date: <\/strong>Sunday, 1159pm<\/p>\n<p><strong>Marks: 20% rubric<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Example<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Figure 6 Example a market-product focus with a target market infographic.<\/strong><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<div>\n<p><strong>Rubric:<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Criteria<\/strong><\/td>\n<td><strong>Excellent 3 Points<\/strong><\/td>\n<td><strong>Good 2 Points<\/strong><\/td>\n<td><strong>Satisfactory 1 Point<\/strong><\/td>\n<td><strong>Poor 0 Points<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>\u00a0<\/strong><\/p>\n<p><strong>Technical Specifications<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/td>\n<td>The project meets all the requirements of the assignment. The marketing plan looks professional and the assignment followed instructions.<\/td>\n<td>The project meets the basic requirements of the assignment and includes some information about the marketing plan.<\/p>\n<p>The instructions were adequately followed.<\/td>\n<td>The project meets some of the requirements and needs improvement.<\/p>\n<p>The assignment needs improvement.<\/p>\n<p>The instructions were not followed.<\/td>\n<td>The project is not complete. The assignments did not follow the instructions.<\/td>\n<\/tr>\n<tr>\n<td><strong>\u00a0<\/strong><\/p>\n<p><strong>Materials \/ Content<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/td>\n<td>The student has shown all the elements of the marketing plan and can easily answer questions related to the four segments. The student can easily describe how to determine the target market.<\/p>\n<p>&nbsp;<\/td>\n<td>The student has shown most of the elements of the marketing plan and can answer questions related to it. The student can summarize how to determine the target market.<\/p>\n<p>&nbsp;<\/td>\n<td>The student has shown limited elements of the marketing plan and is able to answer some of the questions. The student can describe most of the procedures involved in determining the target market.<\/td>\n<td>Student did not demonstrate good progress regarding the project and is unable to describe how to determine the target market.<\/td>\n<\/tr>\n<tr>\n<td><strong>\u00a0<\/strong><\/p>\n<p><strong>Presentation and creativity<\/strong><\/td>\n<td>The assignments are clear and easy to read. High quality graphics are used which attract the audience. All the information provided is relevant to the topic. Students have used excellent creative skills which makes the assignment more attractive.<\/td>\n<td>The assignments are clear. Good quality graphics are used which attract the audience. No irrelevant information. The project shows creativity with the use of attracting colors.<\/td>\n<td>The assignments are of good quality. Little irrelevant details.<\/p>\n<p>The student did not make an effort to show any creativity to make the project more attractive.<\/td>\n<td>Poor presentation and no signs of creativity<\/td>\n<\/tr>\n<tr>\n<td><strong>Critical Thinking and decision making<\/strong><\/td>\n<td>The student has used critical thinking in determining the target market.<\/td>\n<td>The student has shown application of research and shown some critical thinking.<\/td>\n<td>The student has shown no use of research and shown little critical thinking.<\/td>\n<td>&nbsp;<\/p>\n<p>Little to no use of critical thinking.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p><strong>\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"author":120,"menu_order":3,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[48],"contributor":[],"license":[],"class_list":["post-26","chapter","type-chapter","status-publish","hentry","chapter-type-numberless"],"part":3,"_links":{"self":[{"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/pressbooks\/v2\/chapters\/26","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/wp\/v2\/users\/120"}],"version-history":[{"count":1,"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/pressbooks\/v2\/chapters\/26\/revisions"}],"predecessor-version":[{"id":27,"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/pressbooks\/v2\/chapters\/26\/revisions\/27"}],"part":[{"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/pressbooks\/v2\/parts\/3"}],"metadata":[{"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/pressbooks\/v2\/chapters\/26\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/wp\/v2\/media?parent=26"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/pressbooks\/v2\/chapter-type?post=26"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/wp\/v2\/contributor?post=26"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/intromarketingcourse\/wp-json\/wp\/v2\/license?post=26"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}