Segmentation and positioning for strategic marketing decisions:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago, Ill.
American Marketing Assoc.
1996
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIII, 358 S. Ill., graph. Darst. |
| ISBN: | 0877572593 |
Staff View
MARC
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| 245 | 1 | 0 | |a Segmentation and positioning for strategic marketing decisions |c James H. Myers |
| 264 | 1 | |a Chicago, Ill. |b American Marketing Assoc. |c 1996 | |
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| 650 | 4 | |a Market segmentation | |
| 650 | 4 | |a Marketing |x Statistical methods | |
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Record in the Search Index
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| adam_text | TABLE OF CONTENTS
FOREWORD xi
CHAPTER 1: STRATEGIC MARKETING PLANNING 1
Market Segmentation 4
Product/Service Positioning 5
New Product/Service Opportunities 7
Consumer Based Market Structure 9
Successful Business Strategies 10
Objectives and Scope 11
Consumer Markets 12
Products Versus Services 13
Strategic Market Research 13
CHAPTER 2: INTRODUCTION TO MARKET
SEGMENTATION 16
Conceptual Framework 16
General Procedure for Segmenting Markets 18
Decide on Basis Variables 19
Decide on Data Analysis Methodology 20
Apply Methodology to Identify Several Segments 20
Select Target Segments 21
Profile/Describe Target Segments 23
Develop a Marketing Mix 28
Requirements for Effective Segmentation 28
Target Segment Criteria 29
How Many Segments? 29
Two Types of Basis Variables 30
Four Types of Measuring Scales 32
Benefit Segmentation Paradox 34
v
vi Contents
CHAPTER 3: SOME COMMON BASIS VARIABLES 38
Consumer Markets 38
Consumer Based Basis Variables 38
Product/Service Based Basis Variables 52
Business to Business Markets 57
Customer Based Basis Variables 57
Product/Service Based Basis Variables 61
Comment 64
Summary 65
CHAPTER 4: SEGMENTATION USING INTERDEPENDENCE
METHODS: PARTITION CLUSTERING 67
Clustering Methods 68
Partition Clustering 70
Clustering Conjoint Utilities 100
Summary 100
A Caveat 106
Appendix 107
CHAPTER 5: SEGMENTATION USING INTERDEPENDENCE
METHODS: HIERARCHICAL CLUSTERING 113
Hierarchical Clustering Methods 113
Similarity Measures 113
Starting Procedure 115
Building Clusters 115
How Many Segments? 124
Linkage Rules 125
Evaluation 128
Using Hierarchical Clustering to Segment Business Markets 130
Method 130
Results 131
Comment 135
Using Factor Analysis to Segment Markets 137
Problems With Using Factor Analysis 138
Segmentation is Probabilistic 140
Overlapping Clusters 141
Contents vii
CHAPTER 6: SEGMENTATION USING DEPENDENCE
METHODS: INTERACTION DETECTION 143
Interaction Detection Methods 144
Comparison With Regression 144
General Procedure 144
Automatic Interaction Detector 146
Computation Procedure 146
Interpreting the Output 147
Another AID Application 149
Advantages and Limitations 151
Chi Square Automatic Interaction Detector (CHAID) 153
Advantages of CHAID Over AID 153
Variable Combination Options 155
Comparison With THAID 156
An Example Using CHAID 157
An Ordinal CHAID 160
Gains Charts 160
Attitude Segmentation 162
CART 164
Procedure 164
Comparison of CART and CHAID 165
Comment 167
CHAPTER 7: SOME BASIC POSITIONING CONCEPTS
AND TECHNIQUES 168
What Is Positioning? 168
Competitive Market Structure 170
Requirements for Effective Positioning 171
Uniqueness 171
Importance/Desirability 172
Believability 173
The Positioning Statement 174
Simple Positioning Research 174
Product/Service Profiles 175
Quadrant Analysis 175
Importance and Uniqueness Ratings 177
Summary 180
vjjj . Contents
CHAPTER 8: PERCEPTUAL POSITIONING MAPS 181
Perceptual Maps 182
Discriminant Analysis 183
General Procedure 184
Examples of Perceptual Maps Using Discriminant Analysis 186
Comment 200
Multidimensional Scaling 200
General Procedure 203
Examples of Maps 208
Uses of Perceptual Maps in Marketing 215
CHAPTER 9: PREFERENCE POSITIONING MAPS 218
Preference Maps Using MDS Methods 219
External Preference Analysis 219
Point Versus Vector Representations 219
Explicit Ideal Points 221
Implicit Ideal Points 223
Internal Preference Analysis 227
Preference Maps Using Discriminant Analysis 230
Ideal Point Location 232
Importance of Segmentation 232
CHAPTER 10: OTHER TYPES OF POSITIONING MAPS 235
Factor Analysis 235
General Procedure 236
Comparisons of Factor Analysis and Discriminant
Analysis Maps 240
Correspondence Analysis 250
General Procedure 251
Example of Correspondence Analysis Positioning Map 255
Positioning Products/Services in Attitude Space 258
General Procedure 258
Example of an Attitude Map 259
Summary 260
CHAPTER 11: POSITIONING BASED ON LADDERING 263
Means End Theory 264
Laddering Methodology 265
Contents ix
Hierarchical Value Map 268
Examples of Hierarchical Value Maps 269
Developing a Positioning Strategy 272
MECCAS Model 276
Assessment of Advertising 276
Comment 279
CHAPTER 12: NEW PRODUCTS/SERVICES:
THE PRESENT SCENARIO 283
The Scenario 283
New Product Failure Rates 284
The New Product Introduction Process 286
Expenditures by Stage 287
Better Research Tools are Needed 290
Overview of Proactive Research Techniques 292
Problem Detection Studies 293
Examples 294
Limitations 295
CHAPTER 13: BENEFIT STRUCTURE ANALYSIS 297
General Procedure 298
Comparison of BSA and Quadrant Analysis 301
Deficiency Segments 306
Limitations 307
Examples 309
Methodology 311
Analyses 312
Product by Use Matrix 312
Want by Got Matrix 314
Plot of Benefits Wanted Versus Positive Deficiencies 316
Deficiency Breakdowns 319
Relationship of Benefits and Product Characteristics 321
Additional Analyses 322
Summary 322
CHAPTER 14: MARKET STRUCTURE STUDIES:
THE STEFFLRE PROCESS 323
The Market Structure Study Process 324
Phase I: Selecting the Product Concept 325
x Contents
Selection of Market Goal 325
Obtaining Lists of Products and Uses From Consumers 327
Item Use Matrix 327
Judged Similarities 331
Small Scale Test of Product Concepts 335
Large Scale Tests of Concepts 336
Selection of the Most Promising Concept 337
Phase II: Refining the Final Product Concept 340
X est 340
Scales 342
Balanced Madness 343
Advantages and Limitations 345
Advantages 345
Limitations 346
INDEX 350
|
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| isbn | 0877572593 |
| language | English |
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| spelling | Myers, James H. Verfasser aut Segmentation and positioning for strategic marketing decisions James H. Myers Chicago, Ill. American Marketing Assoc. 1996 XIII, 358 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing - Modèles mathématiques ram Marketing gtt Marktsegmentatie gtt Études de marché ram Market segmentation Marketing Statistical methods Positionierung Marketing (DE-588)4503311-0 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Statistik (DE-588)4056995-0 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 s DE-604 Marketing (DE-588)4037589-4 s Statistik (DE-588)4056995-0 s Marketingstrategie (DE-588)4120697-6 s DE-188 Positionierung Marketing (DE-588)4503311-0 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009042396&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Myers, James H. Segmentation and positioning for strategic marketing decisions Marketing - Modèles mathématiques ram Marketing gtt Marktsegmentatie gtt Études de marché ram Market segmentation Marketing Statistical methods Positionierung Marketing (DE-588)4503311-0 gnd Marktsegmentierung (DE-588)4037644-8 gnd Statistik (DE-588)4056995-0 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd |
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| title | Segmentation and positioning for strategic marketing decisions |
| title_auth | Segmentation and positioning for strategic marketing decisions |
| title_exact_search | Segmentation and positioning for strategic marketing decisions |
| title_full | Segmentation and positioning for strategic marketing decisions James H. Myers |
| title_fullStr | Segmentation and positioning for strategic marketing decisions James H. Myers |
| title_full_unstemmed | Segmentation and positioning for strategic marketing decisions James H. Myers |
| title_short | Segmentation and positioning for strategic marketing decisions |
| title_sort | segmentation and positioning for strategic marketing decisions |
| topic | Marketing - Modèles mathématiques ram Marketing gtt Marktsegmentatie gtt Études de marché ram Market segmentation Marketing Statistical methods Positionierung Marketing (DE-588)4503311-0 gnd Marktsegmentierung (DE-588)4037644-8 gnd Statistik (DE-588)4056995-0 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing - Modèles mathématiques Marketing Marktsegmentatie Études de marché Market segmentation Marketing Statistical methods Positionierung Marketing Marktsegmentierung Statistik Marketingstrategie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009042396&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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