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Handbook of Market Segmentation : Strategic Targeting for Business and Technology Firms, Third Edition :  Strategic Targeting for Business and Technology Firms, Third Edition - Art Weinstein

Handbook of Market Segmentation : Strategic Targeting for Business and Technology Firms, Third Edition

Strategic Targeting for Business and Technology Firms, Third Edition

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This revised edition of a marketing classic is a practical, how-to guide to what marketers need to know about defining, segmenting, and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximizing corporate resources. The latest edition of this marketing classic combines content and features from the previous editions with an emphasis on successful practices in business-to-business and high-tech segmentation. It examines how to conduct effective, cost-efficient, and profitable segmentation studies; segmentation options such as differentiation and niche marketing; defining business markets; a 10-point program for segmenting business markets (planning and research); business segmentation bases (geographics, firmographics, benefits, usage, purchasing behavior); how North American Industrial Classification System (NAICS) has replaced SIC analysis; criteria for choosing target markets; implementing segmentation in business organizations; how to conduct (and benefit from) a segmentation audit; detailed segmentation studies on six companies-Collins Aviation Services, Dev-Soft, Dow Corning, Lexmark International, Pharmacia Corporation, and Sportmed; and much more.

Prefacep. xiii
Acknowledgmentsp. xvii
Segmentation Planning
Market Segmentation: An Overviewp. 3
Segmentation: The Key to Marketing Successp. 4
Segmentation in Actionp. 5
Segmentation Optionsp. 7
Segmentation Research Findings in High-Tech and Industrial Marketsp. 8
Nichemanship: Segmented Marketing at Its Bestp. 12
The Benefits of Segmentationp. 15
Limitations of Segmentationp. 16
How Well Is Your Company Using Segmentation Techniques?p. 17
Segmentation: Some Misunderstandings Resolvedp. 18
Summaryp. 19
Market Definition and Segmentation in B2B Marketsp. 21
The Market Definition Challengep. 21
Mission, Vision, and Market Definitionp. 24
A Strategic Market Definition Frameworkp. 26
Market Definition Applications Based on the Frameworkp. 30
Defining Your Market--A Three-Level Approachp. 31
Summaryp. 31
Segmentation Planning and Research Guidelines for Business Marketersp. 33
Segmentation Roadblocksp. 34
Using Planning and Research to Segment Business Markets: A Ten-Point Programp. 36
Designing the Segmentation Studyp. 50
Segmentation Research--An Assessmentp. 51
Summaryp. 54
Internet Segmentation--Business Marketing Applicationsp. 54
Business Segmentation Bases
Geographics and Firmographicsp. 61
Geographic Segmentation Basesp. 62
Defining Geographic Marketsp. 66
How a Major Pharmaceutical Company Uses Geographic Sales Analysis to Segment Its Marketsp. 66
Tapping Census Products for Geographics and Business Demographicsp. 68
Firmographicsp. 71
Summaryp. 77
Usage Analysisp. 81
End Use Analysisp. 82
Usage Segmentationp. 83
Conceptualizing and Operationalizing Usage Dimensionsp. 86
Usage Segmentation Applicationsp. 89
Assessment of the Usage Dimensionp. 91
Usage Analysis--Key Issuesp. 93
Summaryp. 94
Benefit Segmentationp. 97
Concepts and Applications of Benefit Segmentationp. 98
Customer Value and Benefitsp. 101
Pros and Cons of Benefit Segmentationp. 103
Three Brief Examples of Benefit Segmentation in Business Marketsp. 105
Using Segmentation Grids to Identify Benefit Segments for Your Companyp. 106
Summaryp. 108
Purchasing Behavior and Organizational Psychographicsp. 113
How Business Markets Are Differentp. 113
The Nested Approachp. 116
In Conversation with Dr. Benson P. Shapirop. 119
Using the Nested Approach to Segment Your Marketp. 120
Business Psychographicsp. 120
Buyer Adopter Categoriesp. 127
Summaryp. 130
Implementing Segmentation Strategy
Strategic Target Marketingp. 133
Target Market Strategy Formulationp. 134
The Three Basic Steps to Strategy Formulationp. 135
Guidelines on Market Segment Attractivenessp. 138
Segmentation Strategy Developmentp. 140
Business Segmentation and the Marketing Mixp. 143
Target Market Strategy Worksheetp. 144
Target Market Strategy: An Applicationp. 153
Summaryp. 153
Enhancing Segmentation's Valuep. 155
Creating a Segmentation-Driven Organizationp. 155
How High-Tech Business Cultures Impact Segmentation Strategyp. 157
Strategic Segmentation and Implementation Considerationsp. 158
The Segmentation Auditp. 161
Segmentation Implementation Questionsp. 162
Twenty-First-Century B2B Segmentation: A Look Back, a Look Aheadp. 165
Summaryp. 170
Segmentation Strategy Cases
Collins Aviation Services: Building a Cluster-Based Segmentation Modelp. 173
Market Definition and Segmentationp. 173
Recommended Segmentation by Loyalty-Based Characteristicsp. 177
Segmentation Applied to Datep. 178
End-of-Case Questionsp. 180
Suggested Readingsp. 180
Dev-Soft S.A.: Segmentation and Distribution in Europep. 183
Company Backgroundp. 183
Industrial Software Sectorp. 185
Dev-Soft's Product Lines and Preliminary Distribution Channelsp. 185
Segmenting the Software Marketp. 186
Target Market Selectionp. 189
Revising the Distribution Strategyp. 190
Risks and Challengesp. 191
End-of-Case Questionsp. 192
Suggested Readingsp. 192
Dow Corning: Segmentation and Customer Valuep. 193
Change in the Market Situation for Dow Corningp. 194
How Did Dow Corning Tackle This Challenge?p. 195
Value-Based Marketing at Dow Corning: Discovering and Understanding the Customerp. 197
End-of-Case Questionsp. 199
Suggested Readingsp. 199
Lexmark International: Creating New Market Spacep. 201
Introductionp. 201
What Is New Market Space?p. 202
Lexmark International: NMS As a Competitive Marketing Toolp. 204
Lexmark and New Market Space: Some Lessons Learnedp. 207
Future Prospectsp. 208
End-of-Case Questionsp. 209
Suggested Readingsp. 209
Pharmacia Corporation: Pharmaceutical Segmentationp. 211
Industry Overviewp. 211
Brief Historyp. 211
Industry Challenges and Market Segmentationp. 212
Pharmaceutical Segmentation Basesp. 214
An Rx for Pharmaceutical Segmentationp. 215
End-of-Case Questionsp. 216
Suggested Readingsp. 216
Sportmed: Market Definition and Benefit Segmentationp. 219
Sportmed's Customersp. 219
Sportmed's Market Definitionp. 220
Extending the Market Definition Analysisp. 221
Strategic Marketing Considerationsp. 222
End-of-Case Questionsp. 223
Suggested Readingsp. 223
Notesp. 225
Indexp. 233
Table of Contents provided by Rittenhouse. All Rights Reserved.

ISBN: 9780789021571
ISBN-10: 0789021579
Series: Haworth Series in Segmented, Targeted, and Customized Market
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 260
Published: April 2004
Country of Publication: US
Dimensions (cm): 21.34 x 15.04  x 1.75
Weight (kg): 0.39
Edition Number: 3
Edition Type: Revised

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