The Market Segmentation Workbook: Target Marketing for Marketing Managers

Front Cover
Cengage Learning EMEA, 1996 - Business & Economics - 219 pages
Segmentation involves the identification of target customer groups by their requirements and buying characteristics. But how should a company decide on which groups to reach and how to market to them? This workbook explains the key aims behind the segmentation process and shows you in a step-by-step plan how to build up a strategy for identifying and targeting segments effectively.
 

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Contents

The Segmentation Process
10
Programmes for Implementation
22
Core Analyses
25
Contribution Chart
32
Market Trends and the Marketing
38
The Marketing Environment Issues
44
Summary
45
The SWOT Grid
49
Identification of
92
A Perceptual Map for the Hotel Industry
94
Example of a Completed DPM
103
Information Required for the DPM Analysis
105
Strategy
111
Summary of Segment Changes
119
Desired Brand Positioning
126
Summary By Segment of KCVs and DAs
136

StrengthsWeaknesses
51
Customer Needs Expectations
58
Consumer Buying Decision Process and Possible
62
3 Comparing Organisational and Consumer Buyer
66
Customers KCVs Buying Process Steps and Core
69
Example of Chart A4 1 Buying Process and Influences
70
Summary
72
Industry Forces in the Competitive Arena
76
Warfare Strategies
78
Competitive Positions and Differential Advantage
83
Example of Chart A5 1 Competitive Positions
84
Summary
85
4 Recording Differential Advantages
91
Summary of Pricing Policy Changes
143
Key Promotional Activity Required
149
Resources Schedules Responsibilities
156
Summary of Programme Tasks Timing and Costs
159
OnGoing Needs
163
Monitoring Performance
166
End Piece
171
Charts
173
Summary
188
Bibliography
210
A6 Checklist
214
Copyright

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References to this book

Heritage Marketing
Shashi Misiura
No preview available - 2006

About the author (1996)

SALLY DIBB Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK.

Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

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