| |
| |
| 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 | |