The market segmentation workbook: target marketing for marketing managers
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
1996
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 219 S. graph. Darst. |
| ISBN: | 0415118921 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
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| 035 | |a (OCoLC)33043074 | ||
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| 041 | 0 | |a eng | |
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| 084 | |a QP 621 |0 (DE-625)141912: |2 rvk | ||
| 100 | 1 | |a Dibb, Sally |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The market segmentation workbook |b target marketing for marketing managers |c Sally Dibb and Lyndon Simkin |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 1996 | |
| 300 | |a XVII, 219 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marktsegmentatie |2 gtt | |
| 650 | 4 | |a Market segmentation | |
| 650 | 0 | 7 | |a Marktsegmentierung |0 (DE-588)4037644-8 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marktsegmentierung |0 (DE-588)4037644-8 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Simkin, Lyndon |e Verfasser |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-007215756 | ||
Datensatz im Suchindex
| _version_ | 1804125285134630912 |
|---|---|
| adam_text | Contents
Figures and Charts xii
Preface xv
About the Authors xix
Acknowledgements xx
Section I: Scene Setting: The Market Segmentation
Process
1: Introduction 3
1.1 Customers May Share Needs 3
1.2 Undertaking a Market Segmentation Evaluation 4
1.3 Sympathy with Existing Marketing Arrangements 5
1.4 The Analysis, Strategy and Programmes for
Implementation Segmentation Process 6
2: The Segmentation Process 10
2.1 Introduction 10
2.2 Using Market Segmentation 10
2.3 The Segmentation Process 11
2.4 Carrying Out Segmentation 12
2.4.1 The Key Steps 12
2.4.2 Essential Qualities for Effective Segments 15
2.5 Targeting 15
2.6 Positioning 17
2.6.1 Perceptions in Customers Minds 17
2.6.2 Steps in Determining a Positioning Plan 18
2.6.3 Perceptual Maps 18
2.7 The Practicalities of Market Segmentation 20
2.7.1 Implementation Difficulties 20
2.7.2 Selecting Segmentation Bases 20
2.8 Summary 24
viii Contents
Section II: Core Analyses
Introduction 25
ANALYSES 1: Existing Segments/Sectors 27
A 1.1 Introduction 27
Al .2 Examining the Existing Customer Base 28
Al .3 The ABC Sales: Contribution (Pareto) Analysis 31
A 1.3.1 Market Segments 31
Al.3.2 Individual Customer Accounts 33
A 1.4 Summary 35
Al Checklist 35
ANALYSES 2: Market Trends and the Marketing
Environment 38
A2.1 Introduction 38
A2.2 The Trends in the Market 38
A2.2.1 Market Trends 38
A2.2.2 Recording the Trends in the Market 39
A2.3 The Marketing Environment 39
A2.3.1 The External Trading Environment 3 9
A2.3.2 Macro Environment 40
A2.3.3 Micro Environment 42
A2.3.4 Recording the Key Marketing Environment Issues 43
A2.4 Summary 45
A2 Checklist 45
ANALYSES 3: SWOT Analysis: Strengths, Weaknesses,
Opportunities and Threats 48
A3.1 Introduction 48
A3.2 Developing Robust SWOT Analyses 48
A3.3 Internal Environment Issues: Strengths/Weaknesses 51
A3.4 External Environment Issues: Opportunities/Threats 52
A3.5 Recording the SWOT Analysis 5 3
A3.6 Summary 55
A3 Checklist 55
ANALYSES 4: Customer Needs, Expectations and
Buying Processes 58
A4.1 Introduction 58
A4.2 Understanding Customers 58
A4.2.1 Key Customer Values (KCVs) 59
A4.2.2 Customer Profiles 60
Contents ix
A4.2.3 Buying Process and Influences 61
A4.3 Customer Buyer Behaviour 62
A4.3.1 Consumer Buying Decision Process 62
A4.3.2 The Organisational (Business to Business) Decision
Process 63
A4.3.3 Comparing Organisational and Consumer Buyer
Behaviour 66
A4.4 Recording Key Customer Values (KCVs), Buying
Processes and Influences 67
A4.5 Summary 72
A4 Checklist 72
ANALYSES 5: Competition I Competitive Stances
and Strategies 75
A5.1 Introduction 75
A5.2 Understanding the Competitive Arena 75
A5.3 Warfare Strategies 78
A5.3.1 Competitive Positions 78
A5.3.2 Principles of Defensive Warfare Strategies 79
A5.3.3 Principles of Offensive Warfare Strategies 80
A5.3.4 Strategies for Market Followers andNichers 81
A5.4 Monitoring Competitors Strategies 81
A5.5 Recording Competitors 82
A5.6 Summary 85
A5 Checklist 85
ANALYSES 6: Competition II Basis for Competing and
Brand Positionings 88
A6.1 Introduction 88
A6.2 Basis for Competing 88
A6.2.1 The Importance of Developing a Differential
Advantage 88
A6.2.2 Steps in Determining a Differential Advantage 89
A6.2.3 Givens Versus Differential Advantages 90
A6.2.4 Recording Differential Advantages 91
A6.3 Brand and Product Positioning 93
A6.3.1 The Role of Brand Positionings 93
A6.3.2 The Positioning/Perceptual Map 93
A6.3.3 Recording the Positioning Map 94
A6.4 Summary 95
A6 Checklist 96
x Contents
ANALYSES 7: The Strength of The Portfolio
Future Directions 99
A7.1 Introduction 99
A7.2 The Directional Policy Matrix Approach to
Assessing Business Strength and Market Attractiveness 99
A7.3 Assessing the Market Attractiveness and Business
Strength 100
A7.4 Worked Example 101
A7.4.1 Market Attractiveness 101
A7.4.2 Business Position/Competitive Position 102
A7.5 Interpreting the DPM 102
A7.6 Levels of Analysis 102
A7.7 Recording the Portfolio Analysis 104
A7.8 Summary 107
A7 Checklist 107
Section III: Strategy
Introduction 111
S1: Strategy Recommendations 113
51.1 Introduction 113
51.2 Segmenting Customer Groups 113
51.2.1 Grouping Customers with Similar Needs 113
51.2.2 Step by Step Guide to Re segmenting 116
51.2.3 Segmenting Customer Groups: Concluding Remarks 120
51.3 Determining the Targeting Strategy 121
51.3.1 Revising Target Segment Selection 121
51.3.2 Step by Step Guide to Targeting 121
51.3.3 Targeting Segments New to the Business 123
51.3.4 Target Markets: Concluding Remarks 123
51.4 Required Positioning 125
51.4.1 Developing Positioning/Perceptual Maps 125
51.4.2 Required Positioning: Concluding Remarks 126
51.5 Strategy Recommendations: Putting Segmentation,
Targeting and Positioning Together 127
SI. 6 Summary 130
SI Checklist 130
Contents xi
Section IV: Programmes for Implementation
Introduction 133
PI: Marketing Programmes 135
P1.1 Introduction 13 5
P1.2 Developing Programmes 135
PI.3 The Marketing Mix 136
PI.3.1 The 5Ps ofthe Marketing Mix 137
PI.3.2 Products 139
PI.3.3 Price 140
PI.3.4 Place Distribution 143
PI.3.5 Promotion 146
PI.3.6 People Service 151
PI.4 Summary 154
PI Checklist 154
P2: Resources, Schedules, Responsibilities,
Implications and On Going Requirements 157
P2.1 Introduction 15 7
P2.2 Resources, Schedules and Responsibilities 158
P2.3 Associated Implications 161
P2.4 On Going Needs 163
P2.4.1 Marketing Research Requirements 163
VIA.2 Longer Term Marketing Mix Requirements 164
P2.5 Monitoring the Effectiveness of the Target Market Plan 165
P2.6 Anticipating Implementation Problems 166
P2.7 Summary 168
P2 Checklist 168
End Piece 171
Appendix: Charts for Completion 173
Bibliography 210
Index 214
Figures and Charts
NB: Figures are for illustration, charts are for completion.
Figures
1.1 Key Stages of The Market Segmentation Workbook 9
Process
2.1 The Segmentation Process 12
2.2 Segmentation Bases in Consumer Markets 14
2.3 A Perceptual Map for the Car Industry 19
2.4 The Steps of Segmentation 22
Al. 1 Example of ABC Sales: Contribution Chart 32
A3.1 The SWOT Grid 49
A3.2 Example of a Poor SWOT Analysis 51
A4.1 Consumer Buying Decision Process and Possible 62
Influences on the Process
A4.2 Model of the Organisational (Business to Business) 65
Buying Process
A4.3 Example of Chart A4.1 Buying Process and Influences 70
A5.1 Industry Forces in the Competitive Arena 76
A5.2 Example of Chart A5.1 Competitive Positions and 84
Differential Advantage
A6.1 A Perceptual Map for the Hotel Industry 94
A7.1 Example of a Completed DPM 103
A7.2 Strategy Implications from DPM Positions 104
Charts
Analyses
A1.1 Summary of Existing Market Segments/Sectors 29
A1.2 Historic Importance of Segments 30
A1.3 ABC Sales: Contribution Chart 34
A2.1 Core Market Trends and Predictions 39
Figures and Charts xiii
A2.2 The Marketing Environment Issues 44
A3.1 The SWOT Analysis 54
A4.1 Customers, KCVs, Buying Process Steps and Core 69
Influences
A4.2 Implications from Examining the Buying Process and 71
KCVs
A5.1 Competitive Positions and Differential Advantage 83
Overview
A6.1 Identification of DAs 92
A6.2 The Positioning Map 95
A7.1 Information Required for the DPM Analysis 105
A7.2 The DPM 106
Strategy
51.1 Summary of Segment Changes 119
51.2 Target Segment Selection Summary 124
51.3 Desired Brand Positioning 126
51.4 Target Market Strategy Summary Statement 128
51.5 Tackling the Core Problems 129
Programmes
P1.1 Summary By Segment of KCVs and DAs 13 6
P1.2 Customer Perceptions Versus Leading Rivals 13 7
P1.3 Summary of Required Product/Service Mix per Target 141
Market
P1.4 Summary of Pricing Policy Changes 143
PI.5 Summary of Distribution Requirements 145
P1.6 Summary of Current Advertising and Promotion 148
P1.7 Key Promotional Activity Required 149
P1.8 Desired Promotional Programmes 150
PI .9 Required Service Levels to Support Product Mix 152
PI. 10 Process/Customer Liaison Improvements Required 153
P2.1 Summary of Programme Tasks, Timing and Costs 159
P2.2 Summary of Responsibilities 160
P2.3 Summary of Costs and Budget Implications 161
P2.4 Summary of Likely Areas of Impacts 162
P2.5 On Going Marketing Research Requirements 163
P2.6 On Going Work Required Summary 164
P2.7 Monitoring Performance 166
|
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| indexdate | 2024-07-09T17:59:07Z |
| institution | BVB |
| isbn | 0415118921 |
| language | English |
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| spelling | Dibb, Sally Verfasser aut The market segmentation workbook target marketing for marketing managers Sally Dibb and Lyndon Simkin 1. publ. London [u.a.] Routledge 1996 XVII, 219 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marktsegmentatie gtt Market segmentation Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 s DE-604 Simkin, Lyndon Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007215756&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Dibb, Sally Simkin, Lyndon The market segmentation workbook target marketing for marketing managers Marktsegmentatie gtt Market segmentation Marktsegmentierung (DE-588)4037644-8 gnd |
| subject_GND | (DE-588)4037644-8 |
| title | The market segmentation workbook target marketing for marketing managers |
| title_auth | The market segmentation workbook target marketing for marketing managers |
| title_exact_search | The market segmentation workbook target marketing for marketing managers |
| title_full | The market segmentation workbook target marketing for marketing managers Sally Dibb and Lyndon Simkin |
| title_fullStr | The market segmentation workbook target marketing for marketing managers Sally Dibb and Lyndon Simkin |
| title_full_unstemmed | The market segmentation workbook target marketing for marketing managers Sally Dibb and Lyndon Simkin |
| title_short | The market segmentation workbook |
| title_sort | the market segmentation workbook target marketing for marketing managers |
| title_sub | target marketing for marketing managers |
| topic | Marktsegmentatie gtt Market segmentation Marktsegmentierung (DE-588)4037644-8 gnd |
| topic_facet | Marktsegmentatie Market segmentation Marktsegmentierung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007215756&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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