Market Segmentation

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ISBN: 9780750659819 | 0750659815
Cover: Paperback
Copyright: 10/1/2004

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* McDonald and Dunbar are the leading author team in this area * Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business * The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book) This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version. * Highly developed and well illustrated treatment of a key marketing technique * Usable by students and executives, for whom the practical, step-by-step approach is designed * Leading author team in the field

Foreword

Preface and acknowledgements

xiii

An important note to the reader from the authors

List of figures

xix

List of tables

xxiii

1 The state of marketing

(10)

Summary

(1)

Achievements

(6)

Practitioners

(4)

Consultants

(1)

Academics

(1)

Recapturing the high ground

(1)

Review

(1)

References

(1)

2 The central role of market segmentation in profitable growth

(20)

Summary

(1)

From tactics to strategy

(16)

Define markets and segments, and understand value

(1)

Determine the value proposition

(2)

Integrated marketing communications

(1)

Delivering the value proposition

(6)

Monitor value

(2)

Marketing's role in value creation

(2)

Review

(1)

References

(1)

3 Preparing for segmentation - avoiding the big mistakes

(34)

Summary

(1)

Definition of market segmentation

(4)

International market segmentation

(2)

Objective of this book

(2)

Segmentation archetypes in companies

(11)

Company archetypes

(3)

Case study conclusion

(2)

Classifying market segmentation in organizations

(2)

Classification conclusion

(4)

Effective market segmentation 48

The 'postmodern' customer 51

Segmentation team

(1)

Data for segmentation

(1)

Rules for segmentation

(1)

The advantages of segmentation

(1)

Segmentation process summary

(2)

Developing segments

(2)

Prioritizing and selecting segments

(1)

Marketing objectives and strategy

(1)

Segmentation case histories

(3)

Case history conclusion

(1)

Review

(2)

References

(1)

4 Determining the scope of a segmentation project

(30)

Summary

(1)

Fast track

(1)

Geographic scope

(2)

Defining markets

(15)

Developing the market definition

(7)

Whose needs are being defined?

(3)

Ensuring the definition is meaningful to your company

(3)

Markets and SBUs

(1)

Sizing the defined market

(2)

Process check

(1)

Case study - Agrofertilizer Supplies

(2)

Further examples

(1)

Reference

(1)

Exercises

(4)

5 Portraying how a market works and identifying decision-makers

(40)

Summary

(1)

Fast track

(2)

Constructing your market map

100

(14)

Getting started

101

(8)

Initial quantification of the market map

109

(2)

Adding junction types

111

(2)

Market maps in the tabular form

113

(1)

Market leverage points

114

(4)

'Shared' decision-making

116

(1)

'Cumulative' decision-making

117

(1)

Selecting the junction to be segmented

118

(4)

To include or exclude non-leverage groups

120

(2)

Testing current views about segments: preliminary segments

122

(2)

Sizing preliminary segments

124

(1)

Process check

124

(1)

Case study

125

(3)

Further examples

128

(3)

Exercises

131

(4)

6 Developing a representative sample of different decision-makers

135

(62)

Summary

137

(2)

Fast track

139

(4)

The components of a 'micro-segment'

143

(1)

Key Discriminating Features (KDFs)

144

(12)

KDF guidelines

146

(6)

What, where, when and how

152

(3)

Price

155

(1)

Profiling and ensuring it is practical

156

(6)

Profiling - standard categories

158

(2)

Profiling - additional categories

160

(1)

Profiling - keeping it practical

161

(1)

Developing micro-segments

162

(14)

Getting micro-segments up and running

163

(11)

Managing micro-segments - keeping control

174

(2)

Process check

176

(2)

Case study

178

(5)

Further examples

183

(2)

A selection of standard approaches to profiling businesses

185

(4)

A selection of standard approaches to profiling individuals

189

(5)

Exercises

194

(3)

7 Accounting for the behaviour of decision-makers

197

(40)

Summary

199

(1)

Fast track

200

(2)

Explaining customer behaviour

202

(10)

From 'features' to 'benefits'

204

(2)

Standard, company and differential benefits

206

(1)

Looking beyond the status quo

207

(2)

Price

209

(3)

Micro-segments and their Decisive Buying Criteria (DBCs)

212

(8)

Defining micro-segments by their needs

213

(4)

Expressing the relative importance of DBCs numerically

217

(3)

Techniques for uncovering unsatisfied needs

220

(6)

Addendum for those intending to test the validity of a current SBU structure

226

(1)

Process check

226

(1)

Case study

227

(2)

Further examples

229

(3)

Reference

232

(1)

Exercises

232

(5)

8 Forming market segments out of like-minded decision-makers

237

(46)

Summary

239

(1)

Fast track

240

(2)

The components of a market segment

242

(4)

Size of market segments

243

(2)

Number of market segments

245

(1)

Building micro-segments into market segments - clustering

246

(16)

Visual clustering (pattern analysis)

248

(3)

Mathematical clustering

251

(5)

Isolating the most important DBCs

256

(1)

Acceptable differences

257

(1)

What if ...

258

(2)

Computer-assisted clustering

260

(2)

Segment checklist

262

(6)

Profiling revisited

263

(3)

Checklist questions

266

(2)

Process check

268

(1)

Case study

269

(4)

Case study conclusion

272

(1)

Further examples

273

(2)

References

275

(1)

Exercises

276

(7)

9 Determining the attractiveness of market segments

283

(26)

Summary

285

(1)

Fast track

286

(2)

Portfolio analysis

288

(4)

The Boston Matrix

288

(1)

General Electric/McKinsey Matrix

289

(3)

Segment attractiveness

292

(7)

Time horizon

293

(1)

Segmentation team

293

(1)

Defining segment attractiveness factors

294

(2)

Weighting segment attractiveness factors

296

(1)

Defining the parameters for each segment attractiveness factor

297

(1)

Scoring the segments

297

(2)

Plotting the position of segments on the portfolio matrix

299

(3)

When the final result is not what you expected

302

(1)

Process check

302

(1)

Examples

303

(1)

References

304

(1)

Exercises

304

(5)

10 Assessing company competitiveness and the portfolio matrix

309

(22)

Summary

311

(1)

Fast track

312

(2)

Company competitiveness

314

(6)

Time horizon

315

(1)

Competitiveness factors

316

(1)

Weighting the factors

317

(1)

Defining the parameters for competitiveness

318

(1)

Scoring your company and your competitors

318

(2)

Producing the portfolio matrix

320

(2)

The DPM

322

(1)

Process check

323

(1)

Examples

324

(2)

Exercises

326

(5)

11 Realizing the full potential of market mapping

331

(22)

Summary

333

(1)

Enhancing the information on your market map

333

(12)

Market mapping reviewed

334

(1)

Looking to the future

334

(1)

Further quantification of the market map

334

(3)

Extending the detail to junction types

337

(3)

Adding market leverage to junction types

340

(3)

Detailed market maps in the tabular form

343

(2)

Review

345

(2)

Examples

347

(6)

12 Predicting market transformation

353

(30)

Summary

355

(1)

Multi-channel strategy formulation

355

(2)

Future market mapping: analysing industry structure

357

(8)

New channels

358

(2)

Reconfiguring the market map

360

(2)

Towards a future market map in financial services

362

(3)

Multi-channel integration: channel chains

365

(2)

Channel choice: the channel value curve

367

(3)

The prioritization matrix: defining channel strategy

370

(2)

Determining channel tactics

372

(2)

Review

374

(1)

References

374

(1)

Exercises

374

(9)

13 Setting marketing objectives and strategies for identified segments

383

(38)

Summary

385

(1)

Marketing objectives: what they are and how they relate to corporate objectives

385

(4)

So what is a corporate objective and what is a marketing objective?

387

(2)

How to set marketing objectives

389

(7)

Competitive strategies

396

(6)

Where to start - gap analysis

402

(6)

New product development

408

(1)

Marketing strategies

408

(2)

Marketing objectives, strategies and profitability - valuing key market segments

410

(2)

Background/facts

411

(1)

Suggested approach

411

(1)

Review

412

(1)

References

413

(1)

Exercises

414

(7)

14 Organizational issues in market segmentation

421

(20)

Summary

423

(1)

Segmentation as a company exercise

423

(10)

Support from the chief executive and top management

424

(1)

Size and diversity

425

(5)

Planning for the segmentation process

430

(1)

Line management support

430

(2)

Integrating the segmentation process into a marketing planning system and into a total corporate planning system

432

(1)

Cross-functional involvement

433

(1)

Successful implementation of segmented marketing

433

(3)

Strategic integration through the mission statement

434

(2)

Managerial integration

436

(1)

Tactical integration

436

(1)

The human face in segmentation

436

(1)

Review

437

(2)

Reference

439

(2)

15 Using segmentation to improve performance - a case study

441

(12)

Summary

443

(1)

GlobalTech

443

(10)

Background

443

(2)

The segmentation project

445

(5)

Strategy development and implementation

450

(3)

Index

453

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Market Segmentation

Summary

Table of Contents

Supplemental Materials

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