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Marketing -  
Segmentation / Target Marketing / Positioning

On this site you will find a set of articles and other writings about market segmentation. Segmentation is closely related to target marketing and the positioning strategy. Hence, you will also find related information about targeting and positioning.  


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17 April 2012
 

Directory
A Direct Approach to Predicting Discretized Response in Target Marketing A problem that occurs frequently in direct marketing is the prediction of the value of a discretizing function of a response variable. pdf  
A Look at Clarity in Positioning The best positioning clearly states how the product will solve specific customer problems.  
Customer Analytics: Maximizing the Lifetime Value of Your Customer Segments What can you do to attain ongoing and consistent profitability from your customer segments?  
Focusing Marketing Strategy with Segmentation and Positioning This is a book chapter which helps you to 1. Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix. 2. Know about the different kinds of marketing opportunities. ...  
Introduction Brief overview  
Market Segmentation - A framework for determining the right target customers The purpose with the thesis is to provide a framework for exemplifying how market segmentation can determine the right target customers. This will be done by using the landline telephone and the mobile telephone as examples.   
Market segmentation - Book chapter The purpose of this chapter is to introduce the reader to both the ‘best practice’ in the segmentation area and the likely new developments. This discussion of the best segmentation practices and likely advances encompasses five areas.  
Market Segmentation: the Importance of Age Cohorts Segmentation variables are identification factors that determine the difference in sections of a market; an example is age based segmentation. Much of the research focused on identifying consumer buying correlates looked at age cohorts as specific segmentation variables to be used in marketing.  
Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes This research examines the effect of target marketing on members of the advertiser’s intended audience as well as members not in the target market: the nontarget market.   
Predictive Customer Segmentation for B2B Markets Business-to-business companies have had a harder time moving beyond traditional market segmentation by geography, industry, and size.   
Product positioning in Five Easy Steps Product positioning is a crucial ingredient in the buying process and should never be left to chance. It’s your opportunity to influence the market’s perception of your products.   
Product Positioning Strategy in Marketing Management In order to gain new markets, companies are trying to create superiority over their rivals by positioning new products aimed at consumer behaviors and perceptions. In this research, product positioning strategy is emphasized and related examples are given.  2009  
Selection of the Target Group based on Social Network Nowadays, there is a great need to find appropriate individuals or groups of people who would be able to perform specific tasks or could become a target group either for marketing or advertising purposes. Results of the new research presented in the paper has been made in order to improve the process of target group selection by adding the social elements of peoples’ behaviors.   
Strategic Marketing Planning and Positioning in Voluntary Non-Profit Organizations: Empirical Findings and Implications for British Charitable Organizations. This paper presents the results of an exploratory study, which examines the extent of strategic marketing planning and positioning in voluntary non-profit organizations (VNPOs) in the UK.   
Strategic segmentation of a market When competing firms target information towards specific consumers through direct marketing activities, complete segmentation of markets can result. We analyze a two-stage duopoly where, prior to price competition, each firm targets information to specific consumers and only consumers informed by a firm can buy from it.  
Target-group-specific strategies  How can target-group-specific strategies contribute to the promotion of sustainable consumption patterns?   
The Logical Limitations of Target Marketing Smith's idea of segmentation has been steadily refined into Kotler's target marketing, and widely adopted by academics and practitioners. However, this approach has not been empirically justified, and is logically invalid in its simple forms.  
The most desirable target group An analysis of the construction of gender and age in advertising business.   
Theoretical Aspects of Product Positioning in the Market  The article analyses how the product should be positioned on the market. Purpose of the research: to systemize and thoroughly describe the knowledge and informationabout the positioning concept  
 

 

 

 
Publications Literature
Al Ries might be dangerous to your brand
By Dan Herman, PhD   
In the business world's hall of fame a special place is reserved for Al Ries. He is without any doubt one of the most prominent gurus of strategic thinking. More than 30 years ago, together with his partner Jack Trout, Ries coined the term "Positioning" – a concept which, to these very days, shapes the way of marketing and branding all over the world. Only very few other concepts come close in importance.

The New Market Segmentation
by Dan Herman, PhD 
According to the conventional segmenting method, people in each segment should differ – to some extent – from the people in the other segments. Nevertheless, usually, they do not. If you have been segmenting for many years, you already know that the problem has just been worsening with time. The reason why this is so is that there has been a long lasting consumer trend going on, with numerous implications, because of which we should change the way by which we segment the market.

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 and the identification of target markets, however, are an important element of each marketing strategy. They are the basis for determining any particular marketing mix. This article starts with steps and criteria for market segmentation. Following, it discusses way market segmentation is an important element of any marketing planning activity.

Positioning as a Strategic Marketing Decision
This article discusses the relevance of positioning for marketing planning. First, it describes, how positioning relates to segmentation and targeting. Than it explains what to keep in mind when planning positioning.

 

E-Paper:
Market Customization: Market Segmentation, Targeting and Positioning

Segmentation & Positioning for Strategic Marketing Decisions
by James H. Myers
Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation that most other marketing handbooks. Myers discusses the intricacies of segmentation and positioning techniques and also shows the ways these techniques can be interpreted and used in the real world.

Market Segmentation : How to do it, how to profit from it
by Ian Dunbar, Malcolm H. B. McDonald

Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms
by by Art Weinstein
The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what marketers need to know about defining, segmenting, and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximizing corporate resources.

Positioning: The Battle for Your Mind
by Al Ries, Jack Trout
This text deals with the problems of communicating in an overcommunicated society. It shows how to "position" a company within the mind of the prospective buyer/customer, how to stay there, how to find an area not filled by a "leader" and how to avoid the pitfalls of letting a second product ride on the coatails of an established one.

 

 
     

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Status: 17. September 2013