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

ISBN-13: 9780789021571 / Angielski / Miękka / 2004 / 260 str.

Art Weinstein

Opis

Develop a successful strategy for segmenting high-tech and industrial markets
Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms 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. This valuable research source puts the latest thinking from the business and academic communities at your fingertips.
From the author:
The most important thing I've learned from working in market segmentation research and strategy for more than 15 years is that few companies get the most from their target marketing. Their top executives advocate the need to be market- or customer-oriented but base their marketing plans on cursory, incomplete, or emotional analyses. They end up with 'fuzzy' business missions, unclear objectives, information that isn't decision-oriented, unfocused promotional strategies, and no real plan to attack niche markets. This happens because they haven't developed an effective strategy for segmenting high-tech and industrial markets. They don't have a process that introduces and improves their business segmentation planning and execution. What they need is a handbook for improving their organization's performance in new and existing business markets.
Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firm is a state-of-the-art guide to market identification, analysis, selection, and strategy. The book is organized into four parts (segmentation planning, business segmentation bases, implementing segmentation strategy, segmentation strategy cases) and includes applications, case studies, checklists, figures, and tables. Each chapter features a Segmentation Skillbuilder (a field-tested exercise that improves your working knowledge of key business-to-business segmentation topics) and a Business Segmentation Insight (an in-depth look at a key segmentation issue).
Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firms 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

Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firms is an essential resource for business professionals working in the high-tech, industrial, and business service industries, and for educators training the next generation of marketers, managers, and strategists.

Spis treści

• Preface
  
• Acknowledgments
  
• PART I: SEGMENTATION PLANNING
  
• Chapter 1. Market Segmentation: An Overview
  
• Segmentation: The Key to Marketing Success
  
• Segmentation in Action
  
• Segmentation Options
  
• Business Segmentation Insight 1: Segmentation Research Findings in High-Tech and Industrial Markets
  
• Nichemanship: Segmented Marketing at Its Best
  
• The Benefits of Segmentation
  
• Limitations of Segmentation
  
• Segmentation Skillbuilder 1: How Well Is Your Company Using Segmentation Techniques?
  
• Segmentation: Some Misunderstandings Resolved
  
• Summary
  
• Chapter 2. Market Definition and Segmentation in B2B Markets
  
• The Market Definition Challenge
  
• Business Segmentation Insight 2: Mission, Vision, and Market Definition
  
• A Strategic Market Definition Framework
  
• Market Definition Applications Based on the Framework
  
• Segmentation Skillbuilder 2: Defining Your Market—A Three-Level Approach
  
• Summary
  
• Chapter 3. Segmentation Planning and Research Guidelines for Business Marketers
  
• Segmentation Roadblocks
  
• Using Planning and Research to Segment Business Markets: A Ten-Point Program
  
• Segmentation Skillbuilder 3: Designing the Segmentation Study
  
• Business Segmentation Insight 3: Segmentation Research—An Assessment
  
• Summary
  
• Appendix: Internet Segmentation—Business Marketing Applications
  
• PART II: BUSINESS SEGMENTATION BASES
  
• Chapter 4. Geographics and Firmographics
  
• Geographic Segmentation Bases
  
• Segmentation Skillbuilder 4: Defining Geographic Markets
  
• Business Segmentation Insight 4: How a Major Pharmaceutical Company Uses Geographic Sales to Segment Its Markets
  
• Tapping Census Products for Geographics and Business Demographics
  
• Firmographics
  
• Summary
  
• Chapter 5. Usage Analysis
  
• End Use Analysis
  
• Usage Segmentation
  
• Conceptualizing and Operationalizing Usage Dimensions
  
• Business Segmentation Insight 5: Usage Segmentation Applications
  
• Assessment of the Usage Dimension
  
• Segmentation Skillbuilder 5: Usage Analysis—Key Issues
  
• Summary
  
• Chapter 6. Benefit Segmentation
  
• Concepts and Applications of Benefit Segmentation
  
• Business Segmentation Insight 6: Customer Value and Benefits
  
• Pros and Cons of Benefit Segmentation
  
• Three Brief Examples of Benefit Segmentation in Business Markets
  
• Segmentation Skillbuilder 6: Using Segmentation Grids to Identify Benefit Segments for Your Company
  
• Summary
  
• Chapter 7. Purchasing Behavior and Organizational Psychographics
  
• How Business Markets Are Different
  
• The Nested Approach
  
• Business Segmentation Insight 7: In Conversation with Dr. Benson P. Shapiro
  
• Segmentation Skillbuilder 7: Using the Nested Approach to Segment Your Market
  
• Business Psychographics
  
• Buyer Adopter Categories
  
• Summary
  
• PART III: IMPLEMENTING SEGMENTATION STRATEGY
  
• Chapter 8. Strategic Target Marketing
  
• Target Market Strategy Formulation
  
• The Three Basic Steps to Strategy Formulation
  
• Business Segmentation Insight 8: Guidelines on Market Segment Attractiveness
  
• Segmentation Strategy Development
  
• Business Segmentation and the Marketing Mix
  
• Segmentation Skillbuilder 8: Target Market Strategy Worksheet
  
• Target Market Strategy: An Application
  
• Summary
  
• Chapter 9. Enhancing Segmentation’s Value
  
• Creating a Segmentation-Driven Organization
  
• Business Segmentation Insight 9: How H

O autorze

Art Weinstein