Market Segmentation How to Do It and How to Profit from It Mcdonald

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Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organizations to escape from the dreay, miserable, downward pricing spiral which results from getting market segmentation wrong.

Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knolwedge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a structured approach to market segmentation.

Table of contents:

The Segmentation Process

Market Mapping (Step 1)
Who Buys (Step 2)

What, Where, When and How (Step 3)

Who Buys What, Where, When and How (Step 4)

Why it is Bought (Step 5)

Forming Segments (Step 6)

Segment Checklist (Step 7)

Segment Attractiveness (Steps 8–11)

Company Competitiveness and the Portfolio Matrix (Step 12)

Segment Objectives and Strategies

Setting Marketing Objectives and Strategies for Identified Segments

Segmentation and Organisations

Organisational Issues in Market Segmentation

The Contribution of Segmentation to Business Planning: A Case Study of the Rise, Fall and Recovery of ICI Fertilizers

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