Market segmentation: using demographics, psychographics and other niche marketing techniques to predict and model customer behavior
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago, Ill.
Probus
1994
|
| Edition: | Rev. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XV, 313 S. Ill., graph. Darst. |
| ISBN: | 1557384924 |
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MARC
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| 245 | 1 | 0 | |a Market segmentation |b using demographics, psychographics and other niche marketing techniques to predict and model customer behavior |c Art Weinstein |
| 250 | |a Rev. ed. | ||
| 264 | 1 | |a Chicago, Ill. |b Probus |c 1994 | |
| 300 | |a XV, 313 S. |b Ill., graph. Darst. | ||
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Record in the Search Index
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| adam_text | m I Contents
Preface xi
Acknowledgements xv
PART I: SEGMENTATION PLANNING
Chapter 1. Market Segmentation: An Overview 1
Segmentation: The Key to Marketing Success 2
Segmentation Options: Differentiation, Concentration, or Atomization? 4
The Benefits of Segmentation 8
Limitations of Segmentation 10
Segmentation: Some Misunderstandings Resolved 12
Integrating Market Segmentation Into Your Organization 13
Segmentation Summary 14
Notes 15
Chapter 2. Segmentation s Role in the
Marketing Plan 17
Benefits of a Marketing Plan 19
Elements of the Marketing Plan: Five Steps 19
1. Market and Situation Analysis 20
2. Marketing Objectives 25
3. Strategy Formulation 21
4. Implementation 30
5. Evaluation 30
Summary 32
Notes 33
Chapter 3. The Segmentation Analysis:
Planning Guidelines 35
The Need for Practical Segmentation Analysis 35
The Remedy: Design A Practical Segmentation Study 36
The 10 Point Program for Effective Segmentation
Analysis: Planning Guidelines 37
Summary 45
Notes 45
Chapter 4. The Segmentation Analysis:
Research Guidelines 47
The 10 Point Program for Effective Segmentation Analysis:
Research Guidelines 48
Summary 61
Appendix: Single Source Data Systems 62
I Notes 65
i
I PART II. SEGMENTING MARKETS
Chapter 5. Geographic Segmentation 69
Geographic Segmentation Bases 70
Defining Market Areas 74
Geographic Mapping: Put a TIGER on Your Team? 77
Summary 80
Notes 80
Chapter 6. Demographic and
Socioeconomic Segmentation 81
Demographic Bases 82
Socioeconomic Bases 86
Expanding the Analysis and the Importance of Trends 94
Using Geodemographics 97
Sources of Demographic Data 99
Summary 105
Appendix: Recommended Audience Segment Data 105
Notes 113
Chapter 7. Psychographics 115
Psychographics: An Overview 116
Pros and Cons of Psychographic Segmentation 117
Conducting a Psychographic Study: Nine Guidelines 119
Syndicated Lifestyle Research 123
Lifestyle Analysis: Other Considerations 127
Summary 130
Notes 130
Chapter 8. Usage, Benefits, and
Behavioral Segmentation 133
Product Usage Segmentation: An Overview 133
Benefit Segmentation 141
Other Behavioral Bases 146
Managing the Behavioral Segmentation Study 150
Summary 153
Notes 153
Chapter 9. Segmenting Business Markets 155
Why Business Markets Are Different 156
Bases for Segmenting Industrial Markets 158
Segmenting Business Markets: Some Considerations 171
Summary 174
Notes 174
Chapter 10. Segmenting International Markets ...177
Why Go International? 177
International Segmentation Issues and Decisions 179
Segmenting International Markets: Strategic
Considerations and Guidelines 184
Summary 187
Notes 188
Chapter 11. Segmentation Models
and Procedural Guidelines 189
The 8 S Formula 189
The Nested Approach 197
Procedural Guidelines for Segmentation Studies 200
Summary 202
Notes 202
PART III. SEGMENTATION STRATEGY AND CONTROL
Chapter 12. Translating Segmentation Findings
Into Target Market Strategy 205
i Target Market Strategy Formulation: Working the Plan 206
Nichemanship: Segmented Marketing At Its Best 210
Strategy Development: Product, Promotion, Pricing, Distribution 212
Summary 224
Notes 224
Chapter 13. Enhancing Segmentation s Value ....227
Implementation and Control 227
Managerial Guidelines for Segmentation Studies 228
A Look Ahead: Segmentation in the Year 2000 232
Notes 235
PART IV. SEGMENTATION STRATEGY CASES
| Case 1. International Segmentation:
Hot Shot to Japan 241
Current Situation 241
The Hot Shot Product 242
Japan: A Market Analysis 242
Managerial Concerns and Approaches 247
End of Case Questions 249
Suggested Readings 249
Case 2. Public Sector Segmentation:
Metro Dade s Grey holds Park 251
Objectives of the Study 251
The Research Project 252
Building a Market Oriented Parks Agency 256
End of Case Questions 257
Suggested Readings 258
Case 3. Attitudinal Segmentation:
Over 50/Mature Consumers 259
The Self Segments 260
The Health Segments 263
Food Segments 264
Marketing Implications and Concluding Remarks 265
End of Case Questions 266
Suggested Readings 266
Case 4. High Tech Service Segmentation:
Prodigy Online Computing Service 267
Prodigy s Online Services 269
A Profile of Prodigy Members 271
Prodigy Installs a New Program 272
Can GTE Outdo Prodigy? 274
Segmenting the Online Services Market 276
End of Case Questions 277
Suggested Readings 278
Case 5. Small Business Segmentation:
Trophy Shops and Specialty Retailing....279
Background 279
Segmentation Bases for the Recognition Retailer 281
The Value of Market Research for Specialty Retailers 284
End of Case Questions 284
Suggested Readings 286
PART V. APPENDIXES OF
SEGMENTATION RESOURCES
Appendix A: Major Sources of
Demographic/Marketing
Information 289
Consumer Demographics 289
Business Demographics 291
Secondary Sources 292
Appendix B: Companies Providing
Segmentation Services 295
Leading U.S. Demographic Companies 296
Other U.S. Demographic Companies 297
Canadian Demographic Companies 298
Geodemographic Mapping and Products 299
Demographic Mapping Software 300
Lifestyle/Psychographic Analysis 301
Usage Segmentation 302
Statistical Segmentation Services 303
Appendix C: Your Segmentation Bookshelf 305
INDEX 309
|
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| id | DE-604.BV009905515 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:42:57Z |
| institution | BVB |
| isbn | 1557384924 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006560431 |
| oclc_num | 29577309 |
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| owner_facet | DE-19 DE-BY-UBM DE-188 |
| physical | XV, 313 S. Ill., graph. Darst. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Probus |
| record_format | marc |
| spelling | Weinstein, Art Verfasser aut Market segmentation using demographics, psychographics and other niche marketing techniques to predict and model customer behavior Art Weinstein Rev. ed. Chicago, Ill. Probus 1994 XV, 313 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Commerce Consumer Participation Consumer Satisfaction Market segmentation Marketing of Health Service Psychographics Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006560431&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Weinstein, Art Market segmentation using demographics, psychographics and other niche marketing techniques to predict and model customer behavior Commerce Consumer Participation Consumer Satisfaction Market segmentation Marketing of Health Service Psychographics Marktsegmentierung (DE-588)4037644-8 gnd |
| subject_GND | (DE-588)4037644-8 |
| title | Market segmentation using demographics, psychographics and other niche marketing techniques to predict and model customer behavior |
| title_auth | Market segmentation using demographics, psychographics and other niche marketing techniques to predict and model customer behavior |
| title_exact_search | Market segmentation using demographics, psychographics and other niche marketing techniques to predict and model customer behavior |
| title_full | Market segmentation using demographics, psychographics and other niche marketing techniques to predict and model customer behavior Art Weinstein |
| title_fullStr | Market segmentation using demographics, psychographics and other niche marketing techniques to predict and model customer behavior Art Weinstein |
| title_full_unstemmed | Market segmentation using demographics, psychographics and other niche marketing techniques to predict and model customer behavior Art Weinstein |
| title_short | Market segmentation |
| title_sort | market segmentation using demographics psychographics and other niche marketing techniques to predict and model customer behavior |
| title_sub | using demographics, psychographics and other niche marketing techniques to predict and model customer behavior |
| topic | Commerce Consumer Participation Consumer Satisfaction Market segmentation Marketing of Health Service Psychographics Marktsegmentierung (DE-588)4037644-8 gnd |
| topic_facet | Commerce Consumer Participation Consumer Satisfaction Market segmentation Marketing of Health Service Psychographics Marktsegmentierung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006560431&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT weinsteinart marketsegmentationusingdemographicspsychographicsandothernichemarketingtechniquestopredictandmodelcustomerbehavior |