The Market Segmentation Workbook
Target Marketing for Marketing Managers
Published on 22. February 1996
Book
Paperback/Softback
240 pages
978-0-415-11892-7 (ISBN)
Description
This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.
Reviews / Votes
PART 1: SCENE SETTING: MARKET SEGMENTATION PROCESS 1. Introduction 2. The Segmentation Process PART 2: CORE ANALYSES Analyses 1 - Existing Segments/Sectors Analyses 2 - Market Trends and The Marketing Environment Analyses 3 - SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats Analyses 4 - Customer Needs, Expectations and Buying Processes Analyses 5 - Competition I - Competitive Stances and Strategies Analyses 6 - Competition II - Basis for Competing and Brand Positionings Analyses 7 - The Strength of the Portfolio - Future Directions PART 3: STRATEGY 1. Strategy Recommendations PART 4: PROGRAMMES FOR IMPLEMENTATION 1. Marketing Programmes 2. Resources, Schedules, Responsibilities, Implications and On-Going RequirementsMore details
Edition
New edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Edition type
New edition
Dimensions
Height: 233 mm
Width: 154 mm
Thickness: 12 mm
Weight
522 gr
ISBN-13
978-0-415-11892-7 (9780415118927)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.
Content
SECTION I: SCENE SETTING - MARKET SEGMENTATION PROCESS.
1. Introduction.
2. The Segmentation Process.
SECTION II: CORE ANALYSES.
Analyses 1 - Existing Segments/Sectors.
Analyses 2 - Market Trends and The Marketing Environment.
Analyses 3 - SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats.
Analyses 4 - Customer Needs, Expectations and Buying Processes.
Analyses 5 - Competition I - Competitive Stances and Strategies.
Analyses 6 - Competition II - Basis for Competing and Brand Positioning.
Analyses 7 - The Strength of the Portfolio - Future Directions.
SECTION III: STRATEGY.
1. Strategy Recommendations.
SECTION IV: PROGRAMMES FOR IMPLEMENTATION.
1. Marketing Programmes.
2. Resources, Schedules, Responsibilities, Implications and On-Going Requirements.
1. Introduction.
2. The Segmentation Process.
SECTION II: CORE ANALYSES.
Analyses 1 - Existing Segments/Sectors.
Analyses 2 - Market Trends and The Marketing Environment.
Analyses 3 - SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats.
Analyses 4 - Customer Needs, Expectations and Buying Processes.
Analyses 5 - Competition I - Competitive Stances and Strategies.
Analyses 6 - Competition II - Basis for Competing and Brand Positioning.
Analyses 7 - The Strength of the Portfolio - Future Directions.
SECTION III: STRATEGY.
1. Strategy Recommendations.
SECTION IV: PROGRAMMES FOR IMPLEMENTATION.
1. Marketing Programmes.
2. Resources, Schedules, Responsibilities, Implications and On-Going Requirements.