Resources

21 Resources for

marketing research and segmentation

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Why Segmentation?: When it comes to marketing strategies, most people spontaneously think about the 4P Product, Price, Place, Promotion) – maybe extended by three more Ps for marketing services (People, Processes, Physical Evidence). Market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion,...; Tags: Marketing research, segmentation, market-segmentation, marketing, marketing strategy, pricing strategy; White papers
Marketing To Boomer + Customers Product Segmentation – Using The Consumer’s Mind: Most marketers are familiar with consumer segmentation – putting consumers into categories according to certain commonly shared attributes. However, there is another form of segmentation that can play a major role in achieving marketing success. Product or service segmentation consists of categorizing a product’s satisfaction potential in terms of consumers’...; Tags: Segmentation, Aspiration, Marketing Research, Marketing; White papers
Rediscovering Market Segmentation: Fifty-nine percent of recently surveyed companies executed a major market-segmentation initiative in the previous two years. Yet only 14% derived real value from the exercise. What's wrong with market segmentation? Segmentation typically focuses on consumer...; Tags: Branding, Marketing research, Daniel Yankelovich, David Meer, market-segmentation, segmentation, brand, brand identity, analysis, food, technique, benefit, marketing, Web; Articles 2008-05-06
The Products Must Match The Brand: Consumer opinion research has a well-established track record, stretching over the past five or six decades. Conducting opinion research among businesses, however, is much more problematic. This is particularly evident at the simplest level of analysis, customer segmentation. However, segmentation techniques are evolving and techniques that were common practice in...; Tags: brand, analysis, technique, marketing; White papers 2004-04-01
Customer Segmentation: The Most Powerful Marketing Tool: From the executive summary: ‘The goal of a segmentation system is to identify groups in which the customers are as much alike as possible and greatly differentiated from customers in other segments. If the segmentation system is well designed, members of a segment have similar interests, attitudes and behaviors, and...; Tags: Marketing research, hot button, marketing, pricing strategy, sales; White papers 2003-06-01

Market Definition, Segmentation, And Positioning: An Integrated Approach: From the executive summary: ‘Market definition, segmentation, and positioning are distinct forms of analysis, each with its own contribution to marketing strategy. Each task is distinct, with its own analytic framework and systematic place in marketing strategy. The paper describes a structured approach that integrates these analyses to obtain answers...; Tags: Marketing research, Branding, Ohio State University, segmentation, marketing strategy, positioning, marketing, analysis; White papers 2003-04-01
Developing An Effective Segmentation Scheme: The article seeks to develop an efficient and detailed scheme of customer segmentation. The same is imperative in any marketing exercise to zero on the exact end consumer profile. The paper details out a survey-developed attitudinal segmentation scheme that separates some hypothetical chain-store customers into 4 clusters. This segmentation is...; Tags: Branding, Marketing research, PRIMEDIA Business Corp., segmentation, cluster, brand image, survey, brand, marketing; White papers 2003-03-15
Market Segmentation: A Guide To Conducting Segmentation Research: Market segmentation has become a popular topic in marketing, marketing research and strategic planning. Market segmentation allows sellers to identify unique segments in the market so that they can tailor product features, services, distribution, pricing, and marketing communication messages specifically to each segment. Segmentation research allows sellers of products and...; Tags: market-segmentation, segmentation, marketing communication, marketing, marketing research, marketing strategy, Strategic Planning, pricing strategy; White papers 2003-01-01
Targeting Market Segments And Communities: Segmentation and targeting are important functions within the realm of marketing. Market segmentation involves grouping individuals on the basis of similar characteristics that pertains to the use of a particular product. Targeting is the process of selecting the most lucrative market segments with regard to the product or service in...; Tags: Marketing research, Pearson Education Inc., segmentation, market-segmentation, marketing strategy, marketing; Presentations 2003-01-01
Market Segmentation: Market segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers. Mass marketing refers to treatment of the market as a homogenous group and offering the same marketing mix to all...; Tags: Marketing research, market-segmentation, marketing; White papers 2003-01-01
Segmentation in B2B Markets: Segmentation is the first crucial step in marketing. The fundamentals of marketing are the same fundamentals of segmentation. Know your customers, know how they differ, and have a clear proposition that lights their fire. The grouping together of customers with common needs now makes it possible to set marketing objectives...; Tags: Marketing research, B2B International, segmentation, marketing, B2B, strategy; White papers 2003-01-01
Segmentation: Individuals consume products or services depending on their needs and wants. Segmentation enables a company to zero down on the exact group of people desirous of their product offering. It enables the company to market its product in a methodical way and ensure targeted marketing. The paper discusses different approaches...; Tags: University of Florida, segmentation, marketing; Presentations 2003-01-01
STP--Benefits and Characteristics: Surf through these set of slides to understand targeting; positioning; benefits of segmentation; bases of segmentation; and criteria for segmentation. While evaluating segments, one has to take into consideration the three Cs—consumers, competitive situation, and company. Also given in this white paper are, selecting segments, factors affecting targeting strategy, patterns...; Tags: Branding, Marketing research, California State University, segmentation, positioning, marketing strategy, marketing, benefit, C, pricing strategy, strategy; Presentations 2003-01-01
Market-Segmentation: The division of a market into different homogeneous groups of consumers is known as market segmentation. A basis for segmentation is a factor that varies among groups within a market, but that is consistent within groups. One can identify four primary bases on which to segment...; Tags: segmentation, market-segmentation, income; White papers 2003-01-01
Segmentation: Market segmentation is the process of dividing the market into similar groups according to the characteristics intended for the product at hand. Targeting is the process of selecting the most lucrative market segments for marketing the product. Positioning involves the formulation of a definitive marketing strategy around which the product...; Tags: Branding, Marketing research, Wayne State University, segmentation, positioning, market-segmentation, marketing strategy, marketing; Presentations 2003-01-01
Segmentation, Target Marketing, And Positioning: Apart from defining the market segmentation process, explaining the benefits of market segmentation, bases of segmentation, measures of segment attractiveness, this white paper professes three alternative market coverage strategies—Undifferentiated, Differentiated and Niche. Described here are also the trends in segmentation and target marketing, positioning and perceptual mapping.; Tags: Branding, segmentation, market segmentation, positioning, benefit, marketing, strategy; Presentations 2003-01-01
Joint Optimization of Customer Segmentation and Marketing Policy to Maximize Long-Term Profitability: This study presents a joint optimization approach addressing two issues: the segmentation of customers into homogeneous groups of customers and determining the optimal policy towards each segment. It implements this joint optimization framework in a direct-mail setting for a charitable organization. It further determines which marketing policy is optimal using...; Tags: Erasmus University Rotterdam, marketing, programming; White papers 2002-05-17
Making Segmentation Work: From the executive summary: ‘In today's marketing world, segmentation is often treated as old hat. And, it is no wonder. With so many misconceptions and segmentation failures, marketing professionals are left with little more than survey statistics, textbook rhetoric, and wasted market research dollars. But, all hope is not lost....; Tags: Marketing research, American Marketing Association, segmentation, market research, survey, marketing; White papers 2002-01-01
Time-Varying Market Integration and Expected Returns in Emerging Markets: This paper uses a simple model in which the expected returns in emerging markets depend on their systematic risk as measured by their beta relative to the world portfolio as well as on the level of integration in that market. The empirical analysis for 30 emerging markets shows that there...; Tags: Marketing research, Financial services, emerging market, segmentation, integration, analysis; White papers 2001-10-09
Seize the Occasion! The Seven-Segment System for Online Marketing: Internet marketing has been a shot in the demographic darkness. Effective e-tailing must target not just users, but usage — a methodology called “occasionalization.” It’s a cardinal rule of consumer marketing is that one must segment the market. The principle has prompted an endless quest by marketers and their ad...; Tags: Marketing research, Booz Allen Hamilton Inc., segmentation, Internet marketing, marketing, Internet, advertisement, tool, Web; White papers 2001-07-01