Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms / Edition 3

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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.

To view an excerpt online, find the book in our QuickSearch catalog at www.HaworthPress.com.

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What People Are Saying

Philip Kotler
Most businesses fail to segment their markets with any precision. Their profits could be much greater if they better defined their segments and aligned their offerings with their chosen segments. Art Weinstein has prepared A HANDBOOK FOR BUSINESS AND TECHNOLOGY MARKETERS THAT IS RICH IN SEGMENTATION THEORY AND CASE EXAMPLES.
PhD, S. C. Johnson Professor of International Marketing, Kellogg School of Management, Northwestern University
Wolfgang Ridl
INSIGHTFUL. . . . OUTSTANDING, COMPREHENSIVE. . . . Shows how to manage business segmentation and improve an enterprise's market performance by creating a segmentation-driven organization. . . . Contains valuable segmentation strategy cases of highly performing business and technology firms, useful tables and figures, and segmentation skill-builders, making it easy for the reader to adapt the concrete advice in the book to their actual business strategies.
PhD, Head, Global Marketing Development, Sandoz GmbH, Austria
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Product Details

Table of Contents


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
Segmentation: Some Misunderstandings Resolved

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

Chapter 3. Segmentation Planning and Research Guidelines for Business
Segmentation Roadblocks
Using Planning and Research to Segment Business Markets: A Ten-Point
Segmentation Skillbuilder 3: Designing the Segmentation Study
Business Segmentation Insight 3: Segmentation Research—An Assessment
Appendix: Internet Segmentation—Business Marketing Applications


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

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

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

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
Business Psychographics
Buyer Adopter Categories


Chapter 8. Strategic Target Marketing
Target Market Strategy Formulation
The Three Basic Steps to Strategy Formulation
Business Segmentation Insight 8: Guidelines on Market Segment
Segmentation Strategy Development
Business Segmentation and the Marketing Mix
Segmentation Skillbuilder 8: Target Market Strategy Worksheet
Target Market Strategy: An Application

Chapter 9. Enhancing Segmentation’s Value
Creating a Segmentation-Driven Organization
Business Segmentation Insight 9: How High-Tech Business Cultures Impact
Segmentation Strategy
Strategic Segmentation and Implementation Considerations
The Segmentation Audit
Segmentation Skillbuilder 9: Segmentation Implementation Questions
Twenty-First-Century B2B Segmentation: A Look Back, a Look Ahead


Case 1. Collins Aviation Services: Building a Cluster-Based Segmentation
Market Definition and Segmentation
Recommended Segmentation by Loyalty-Based Characteristics
Segmentation Applied to Date
End-of-Case Questions
Suggested Readings

Case 2. Dev-Soft S.A.: Segmentation and Distribution in Europe
Company Background
Industrial Software Sector
Dev-Soft’s Product Lines and Preliminary Distribution Channels
Segmenting the Software Market
Target Market Selection
Revising the Distribution Strategy
Risks and Challenges
End-of-Case Questions
Suggested Readings

Case 3. Dow Corning: Segmentation and Customer Value
Change in the Market Situation for Dow Corning
How Did Dow Corning Tackle This Challenge?
Value-Based Marketing at Dow Corning: Discovering and Understanding the
End-of-Case Questions
Suggested Readings

Case 4. Lexmark International: Creating New Market Space
What Is New Market Space?
Lexmark International: NMS As a Competitive Marketing Tool
Lexmark and New Market Space: Some Lessons Learned
Future Prospects
End-of-Case Questions
Suggested Readings

Case 5. Pharmacia Corporation: Pharmaceutical Segmentation
Industry Overview
Brief History
Industry Challenges and Market Segmentation
Pharmaceutical Segmentation Bases
An Rx for Pharmaceutical Segmentation
End-of-Case Questions
Suggested Readings

Case 6. Sportmed: Market Definition and Benefit Segmentation
Sportmed’s Customers
Sportmed’s Market Definition
Extending the Market Definition Analysis
Strategic Marketing Considerations
End-of-Case Questions
Suggested Readings

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