1st Edition

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

260 Pages

by Routledge

260 Pages

by Routledge

260 Pages

by Routledge

Also available as eBook on:

Taylor & Francis eBooks
(Institutional Purchase)Opens in new tab or window

Description

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. Read less

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

Biography

Art Weinstein

Add to Cart

About VitalSource eBooks

VitalSource is a leading provider of eBooks.

Access your materials anywhere, at anytime.

Customer preferences like text size, font type, page color and more.

Take annotations in line as you read.

View VitalSource eBook FAQs »

Multiple eBook Copies

This eBook is already in your shopping cart. If you would like to replace it with a different purchasing option please remove the current eBook option from your cart.

View Cart

Related Subjects

Economics, Finance, Business & Industry

Book Preview

Pre-Order Notification

We're sorry, your request could not be processed

Success! We will email you once this format of the book is available for pre-order.

Please provide your email address so that we may notify you once this format of the book can be pre-ordered.

Email Address

Email Address will only be used for pre-order notification.

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

Description

Table of Contents

Author(s)

Biography

SOCIAL NETWORKS

Secure Shopping Payment Options