Making niche marketing work: how to grow bigger by acting smaller
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York u. a.
McGraw-Hill
1991
|
| Edition: | 1. print. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XII, 260 S. Ill. |
| ISBN: | 0070379548 |
Staff View
MARC
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| 245 | 1 | 0 | |a Making niche marketing work |b how to grow bigger by acting smaller |c Robert E. Linneman ; John L. Stanton |
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| 264 | 1 | |a New York u. a. |b McGraw-Hill |c 1991 | |
| 300 | |a XII, 260 S. |b Ill. | ||
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Record in the Search Index
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| adam_text | Contents
Preface xi
Introduction 1
Niche or Be Niched 2
Riches in Niches 2
Evolution or the Big Bang 3
Making Niche Marketing Work for You 3
Are You Going to Be Outniched? 4
Part 1. Getting Started in Niche Marketing
1. Focus, Focus, Focus 7
Getting Stuck in the Middle 7
You ve Got to Know the Territory 9
Where to Focus 10
The A B C D of Successful Niche Marketing 14
Recap 15
2. Building a Niche Marketing Database 16
1. You Be the Boss 17
2. Build Your Database around the Market 18
V
Vi Contents
3. Look Beyond the Convenient Stuff 19
4. Include Profit Analysis in Your Database 20
5. Collect Data So That Trends Can Be Examined 21
6. Include Competition in Your Database 22
7. Make Sure Your Database Helps You to Better Understand
Relationships 22
8. Have a Central Collection Place 23
9. To Get Started, First Examine the Data You Have
on Hand 23
Recap 24
3. Mining for Niches: Where to Look First 26
1. Who Are Your Heavy, Heavy Users? 27
2. Who Are Your Light Users? 28
3. Which Customers Are Expanding Their Purchases? 29
4. Which Customers Are Decreasing Their Purchases? 30
5. Where Are Your Customers Located? 30
6. Which Customers Can You Serve Most Profitably? 31
7. Do Your Customers Have Different Price Sensitivities? 31
8. What Do Your Customers Really Value? 32
9. Do Your Customers Have the Same Frequency of Purchase? 35
10. What Promotion Best Appeals to Your Various Customers? 36
11. Who Makes the Purchasing Decisions? 37
12. Do All Your Customers Buy Your Whole Line of Products
and Services? 38
Recap 38
4. Mining for Niches: Where to Look Next 40
1. Look at Those Who Use the Product or Service Category but
Not Your Brand 40
2. Look at Those Who Don t Use the Product or Service Category
but Could 42
3. Look at Creating New Products or Services in an Old Category 42
4. Look at Technology within Your Company 43
5. Look at Marketing Skills within Your Company 44
6. Look at Conglomerate Diversification 45
7. Look at Emerging Markets 46
Recap 48
Contents vii
Part 2. Differentiating Your Products and Services
5. The Basic Differentiation Strategies 53
1. Differentiate through a Product or Service Strategy 54
2. Differentiate through a Customer Service Strategy 59
3. Differentiate through a Distribution Channel Strategy 61
4. Differentiate through a Communication Strategy 62
5. Differentiate with a Price Strategy 64
Combining the Differentiation Strategies 67
Customization—The Ultimate Differentiation Strategy 68
Recap 70
6. Six Commonsense Rules for Differentiation 71
Rule 1. Remember That Small Can Be Beautiful 71
Rule 2. Be Differentiated, Not Just Different 72
Rule 3. Borrow from the Competition—Then Go One Better 76
Rule 4. Position by Differentiation and Segmentation 76
Rule 5. Develop a Clear Image for Each Niche 77
Rule 6. Constantly Watch for Shifts in the Marketplace 79
Recap 79
7. Avoiding Cannibalization 81
The Fundamental Rule: Market Different Products and Services
for Different Niches 81
The Bark May Be Worse than the Bite 82
When the Dog Bites 84
The Fatal Mistake 85
Recap 85
8. Making Regional Marketing Work 86
Why Regional Marketing? 86
Is Regional Marketing for You? 89
Making Regional Marketing Work 93
After Implementation: What to Expect 96
Recap 98
9. Test, Test, Test 100
Rule 1. Start Testing Early 101
Rule 2. Work Closely with Your Target Niche 101
Rule 3. Pretest Your Finished Product or Service 103
viH Contents
Rule 4. Pretest Your Advertising 103
Rule 5. Pretest at All Levels of Your Distribution Channel 104
Rule 6. Start Small 104
Rule 7. Avoid Analysis Paralysis 105
Rule 8. Posttest 105
Rule 9. Learn from Testing 106
Rule 10. Continue to Test 107
Recap 107
Part 3. Handling Competition
10. Competing in a Favorable Weight Class 111
Rule 1. Do Competitive Benchmarking 112
Rule 2. Don t Underestimate the Strength of the Defender 116
Rule 3. Don t Underestimate the Strength of the Attacker 117
Rule 4. Be Careful Going Head to Head unless You Have an
Overwhelming Resource Advantage 118
Rule 5. Look for the Leader s Achilles Heel 119
Recap 121
11. How to Keep from Being Outniched 123
Rule 1. Attack Yourself 124
Rule 2. Make the Game Too Tough to Play 125
Rule 3. Always Block Competitive Moves 128
Rule 4. Try to Minimize Quarteritis 130
Recap 131
Part 4. Solving Niche Marketing Problems
12. Don t Go a Niche Too Far 135
Avoid Robbing Peter to Pay Paul 135
Niche Marketing Can Be Hazardous 137
Recap 138
13. Dealing with Production and Operations Problems 139
Management Conflict 139
Managing Quality 141
Rigid Production and Operations 143
Excessive Product Development Costs 150
Recap 152
Contents ix
14. Dealing with Logistics Problems 153
Analyzing Your Logistics System 154
Inventory Problems 157
Freight Problems 162
Recap 164
15. Dealing with Channel Problems 165
Unsuitable Existing Channels 166
Unmotivated Channels 169
Conflicts among Channels 171
Price Cutting Conflicts 172
Resolving Conflicts 173
Recap 174
16. Dealing with Organization and Planning Problems 175
An Unwieldy Organizational Structure 175
An Inflexible Planning Procedure 178
Recap 181
17. Dealing with Personnel Problems 183
Management Resistance 183
Personnel Shortages 187
Resistance to Organizational Change 192
The Big Bang Approach 193
Recap 193
18. Dealing with Advertising Problems 195
High Cost of Media 195
High Cost of Promotional Material 198
Blurred Images 201
Insufficient Time and Resources 202
Recap 203
19. Dealing with Sales Force Problems 204
Entrenched Sales Culture 204
Insufficient Sales Coverage 206
Highly Specialized Customer Needs 208
Lack of Cross Selling 210
Lack of Sales Orientation by Customer Contact Personnel 211
Recap 213
X Contents
Part 5. Putting It All Together
20. Developing a Niche Marketing Network 217
Step 1. Classify Market Positions 218
Step 2. Identify Resource Linkages 219
Step 3. Look for Additional Niche Markets 220
Step 4. Set Priorities 222
Step 5. Build a Hierarchy of Networks 228
Step 6. Make It Work 229
Step 7. Evaluate Misfits, Then Develop Them or Drop Them 232
Recap 233
Epilogue 235
Appendix 237
Notes 249
Index 256
|
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| institution | BVB |
| isbn | 0070379548 |
| language | English |
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| owner_facet | DE-703 DE-188 |
| physical | XII, 260 S. Ill. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | McGraw-Hill |
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| spelling | Linneman, Robert E. Verfasser aut Making niche marketing work how to grow bigger by acting smaller Robert E. Linneman ; John L. Stanton 1. print. New York u. a. McGraw-Hill 1991 XII, 260 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing - Recherche Segmentation du marché Marketing (DE-588)4037589-4 gnd rswk-swf Marktnische (DE-588)4200415-9 gnd rswk-swf Matériel didactique Marktnische (DE-588)4200415-9 s Marketing (DE-588)4037589-4 s DE-604 Stanton, John L. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005455759&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Linneman, Robert E. Stanton, John L. Making niche marketing work how to grow bigger by acting smaller Marketing - Recherche Segmentation du marché Marketing (DE-588)4037589-4 gnd Marktnische (DE-588)4200415-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4200415-9 |
| title | Making niche marketing work how to grow bigger by acting smaller |
| title_auth | Making niche marketing work how to grow bigger by acting smaller |
| title_exact_search | Making niche marketing work how to grow bigger by acting smaller |
| title_full | Making niche marketing work how to grow bigger by acting smaller Robert E. Linneman ; John L. Stanton |
| title_fullStr | Making niche marketing work how to grow bigger by acting smaller Robert E. Linneman ; John L. Stanton |
| title_full_unstemmed | Making niche marketing work how to grow bigger by acting smaller Robert E. Linneman ; John L. Stanton |
| title_short | Making niche marketing work |
| title_sort | making niche marketing work how to grow bigger by acting smaller |
| title_sub | how to grow bigger by acting smaller |
| topic | Marketing - Recherche Segmentation du marché Marketing (DE-588)4037589-4 gnd Marktnische (DE-588)4200415-9 gnd |
| topic_facet | Marketing - Recherche Segmentation du marché Marketing Marktnische Matériel didactique |
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