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|Material Type:||Document, Internet resource|
|Document Type:||Internet Resource, Computer File|
|All Authors / Contributors:||
|Target Audience:||Scholarly & Professional|
|Description:||1 online resource (241 pages) : illustrations.|
|Contents:||* 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|
|Series Title:||Haworth series in segmented, targeted, and customized marketing.|
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.