| |
| |
Preface | |
| |
| |
Acknowledgments | |
| |
| |
| |
Segmentation Planning | |
| |
| |
| |
Market Segmentation: An Overview | |
| |
| |
Segmentation: The Key to Marketing Success | |
| |
| |
Segmentation in Action | |
| |
| |
Segmentation Options | |
| |
| |
| |
Segmentation Research Findings in High-Tech and Industrial Markets | |
| |
| |
Nichemanship: Segmented Marketing at Its Best | |
| |
| |
The Benefits of Segmentation | |
| |
| |
Limitations of Segmentation | |
| |
| |
| |
How Well Is Your Company Using Segmentation Techniques? | |
| |
| |
Segmentation: Some Misunderstandings Resolved | |
| |
| |
Summary | |
| |
| |
| |
Market Definition and Segmentation in B2B Markets | |
| |
| |
The Market Definition Challenge | |
| |
| |
| |
Mission, Vision, and Market Definition | |
| |
| |
A Strategic Market Definition Framework | |
| |
| |
Market Definition Applications Based on the Framework | |
| |
| |
| |
Defining Your Market--A Three-Level Approach | |
| |
| |
Summary | |
| |
| |
| |
Segmentation Planning and Research Guidelines for Business Marketers | |
| |
| |
Segmentation Roadblocks | |
| |
| |
Using Planning and Research to Segment Business Markets: A Ten-Point Program | |
| |
| |
| |
Designing the Segmentation Study | |
| |
| |
| |
Segmentation Research--An Assessment | |
| |
| |
Summary | |
| |
| |
| |
Internet Segmentation--Business Marketing Applications | |
| |
| |
| |
Business Segmentation Bases | |
| |
| |
| |
Geographics and Firmographics | |
| |
| |
Geographic Segmentation Bases | |
| |
| |
| |
Defining Geographic Markets | |
| |
| |
| |
How a Major Pharmaceutical Company Uses Geographic Sales Analysis to Segment Its Markets | |
| |
| |
Tapping Census Products for Geographics and Business Demographics | |
| |
| |
Firmographics | |
| |
| |
Summary | |
| |
| |
| |
Usage Analysis | |
| |
| |
End Use Analysis | |
| |
| |
Usage Segmentation | |
| |
| |
Conceptualizing and Operationalizing Usage Dimensions | |
| |
| |
| |
Usage Segmentation Applications | |
| |
| |
Assessment of the Usage Dimension | |
| |
| |
| |
Usage Analysis--Key Issues | |
| |
| |
Summary | |
| |
| |
| |
Benefit Segmentation | |
| |
| |
Concepts and Applications of Benefit Segmentation | |
| |
| |
| |
Customer Value and Benefits | |
| |
| |
Pros and Cons of Benefit Segmentation | |
| |
| |
Three Brief Examples of Benefit Segmentation in Business Markets | |
| |
| |
| |
Using Segmentation Grids to Identify Benefit Segments for Your Company | |
| |
| |
Summary | |
| |
| |
| |
Purchasing Behavior and Organizational Psychographics | |
| |
| |
How Business Markets Are Different | |
| |
| |
The Nested Approach | |
| |
| |
| |
In Conversation with Dr. Benson P. Shapiro | |
| |
| |
| |
Using the Nested Approach to Segment Your Market | |
| |
| |
Business Psychographics | |
| |
| |
Buyer Adopter Categories | |
| |
| |
Summary | |
| |
| |
| |
Implementing Segmentation Strategy | |
| |
| |
| |
Strategic Target Marketing | |
| |
| |
Target Market Strategy Formulation | |
| |
| |
The Three Basic Steps to Strategy Formulation | |
| |
| |
| |
Guidelines on Market Segment Attractiveness | |
| |
| |
Segmentation Strategy Development | |
| |
| |
Business Segmentation and the Marketing Mix | |
| |
| |
| |
Target Market Strategy Worksheet | |
| |
| |
Target Market Strategy: An Application | |
| |
| |
Summary | |
| |
| |
| |
Enhancing Segmentation's Value | |
| |
| |
Creating a Segmentation-Driven Organization | |
| |
| |
| |
How High-Tech Business Cultures Impact Segmentation Strategy | |
| |
| |
Strategic Segmentation and Implementation Considerations | |
| |
| |
The Segmentation Audit | |
| |
| |
| |
Segmentation Implementation Questions | |
| |
| |
Twenty-First-Century B2B Segmentation: A Look Back, a Look Ahead | |
| |
| |
Summary | |
| |
| |
| |
Segmentation Strategy Cases | |
| |
| |
| |
Collins Aviation Services: Building a Cluster-Based Segmentation Model | |
| |
| |
Market Definition and Segmentation | |
| |
| |
Recommended Segmentation by Loyalty-Based Characteristics | |
| |
| |
Segmentation Applied to Date | |
| |
| |
End-of-Case Questions | |
| |
| |
Suggested Readings | |
| |
| |
| |
Dev-Soft S.A.: Segmentation and Distribution in Europe | |
| |
| |
Company Background | |
| |
| |
Industrial Software Sector | |
| |
| |
Dev-Soft's Product Lines and Preliminary Distribution Channels | |
| |
| |
Segmenting the Software Market | |
| |
| |
Target Market Selection | |
| |
| |
Revising the Distribution Strategy | |
| |
| |
Risks and Challenges | |
| |
| |
End-of-Case Questions | |
| |
| |
Suggested Readings | |
| |
| |
| |
Dow Corning: Segmentation and Customer Value | |
| |
| |
Change in the Market Situation for Dow Corning | |
| |
| |
How Did Dow Corning Tackle This Challenge? | |
| |
| |
Value-Based Marketing at Dow Corning: Discovering and Understanding the Customer | |
| |
| |
End-of-Case Questions | |
| |
| |
Suggested Readings | |
| |
| |
| |
Lexmark International: Creating New Market Space | |
| |
| |
Introduction | |
| |
| |
What Is New Market Space? | |
| |
| |
Lexmark International: NMS As a Competitive Marketing Tool | |
| |
| |
Lexmark and New Market Space: Some Lessons Learned | |
| |
| |
Future Prospects | |
| |
| |
End-of-Case Questions | |
| |
| |
Suggested Readings | |
| |
| |
| |
Pharmacia Corporation: Pharmaceutical Segmentation | |
| |
| |
Industry Overview | |
| |
| |
Brief History | |
| |
| |
Industry Challenges and Market Segmentation | |
| |
| |
Pharmaceutical Segmentation Bases | |
| |
| |
An Rx for Pharmaceutical Segmentation | |
| |
| |
End-of-Case Questions | |
| |
| |
Suggested Readings | |
| |
| |
| |
Sportmed: Market Definition and Benefit Segmentation | |
| |
| |
Sportmed's Customers | |
| |
| |
Sportmed's Market Definition | |
| |
| |
Extending the Market Definition Analysis | |
| |
| |
Strategic Marketing Considerations | |
| |
| |
End-of-Case Questions | |
| |
| |
Suggested Readings | |
| |
| |
Notes | |
| |
| |
Index | |