Handbook of Market Segmentation Strategic Targeting for Business and Technology Firms

ISBN-10: 0789021579
ISBN-13: 9780789021571
Edition: 3rd 2004 (Revised)
Authors: Art Weinstein
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Book details

List price: $51.95
Edition: 3rd
Copyright year: 2004
Publisher: Routledge
Publication date: 4/20/2004
Binding: Paperback
Pages: 266
Size: 6.25" wide x 8.50" long x 1.00" tall
Weight: 0.880
Language: English

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

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