value chain marketing-dynamic market segmentation strategies
In today's high-tech high-touch environment, "one-to-one" marketing has become fairly commonplace. So much so that it's enough to wonder if market segmentation hasn’t become altogether obsolete. Has it?
View Articlevalue chain marketing-an illustration of market segmentation
Instead of viewing customers as a single-minded group, all with the same motives and needs, market segmentation investigates how motives and needs might differ among them, and how those differences...
View ArticleU of P a brilliantly executed market opportunity scan-pt1
In this three-part series, we’ll look at an example of a start-up business that came into being on the heels of what can arguably be described as a brilliantly executed Market Opportunity Scan.
View ArticleU of P a brilliantly executed market opportunity scan-pt2
In Part 2, we’ll look at the market characteristics analysis of Sperling’s MOS to demonstrate the purpose it served and to illustrate how and why you might perform one for your own business.
View ArticleU of P a brilliantly executed market opportunity scan-pt3
In the last of this three-part series, we’ll look at the external forces analysis for a start-up business in 1976 that we know today as the University of Phoenix.
View Articlevalue chain marketing-market characteristics analysis pt1
In value chain marketing, the aim of the market characteristics analysis is to gather actionable information about the market for a product or a service. The term actionable means the information will...
View Articledeveloping a customer cultivation strategy
The market characteristics analysis can be a powerful tool for helping achieve what you seek. With a focus on building, managing and maintaining the customer base across time, it supports the quest to...
View Articlevideo-4 value creating strategies in marketing
There are essentially four strategies for creating customer value. This video module discusses what they are, and how to choose the right one for your business.
View Articlethe science and discipline of market segmentation – part 1
If it is to be genuinely useful, a market segmentation analysis should provide actionable information for delivering value fulfillment.
View Articlethe science and discipline of market segmentation – part 2
By separating customers into meaningful groups, you'll have an opportunity to do a better job of satisfying wants and needs – and thereby enhance the overall level of value fulfillment across the board.
View Articlestrategically guarding against the ills of obsolescence-pt1
Is your business at the doorstep of possibly becoming obsolete?
View Articleputting the product-market analysis in perspective
The specific purpose of the Product-Market Analysis is to identify opportunities for building, sustaining and growing a business over time.
View ArticleInsights for Tapping Growth in African American Buying Power
Insofar as it’s Black History Month, we thought we’d share some relevant info and resources to help you learn more about African American consumers in particular.
View Article4 Market Segmentation Techniques to Improve Business Results
Welcome to our video series on Market Segmentation Techniques for improved business results. It consists of five short tutorials. Each covers a different aspect of this topic.
View ArticleMarket Segmentation Spurs Resurrection of Datsun Brand
Datsun had a good run during the 1970’s, but the brand was officially discontinued in 1981.
View ArticleA Big Brand Tumbles from Bluster to Fluster
A big brand name mired in trouble has recently announced the steps it will take to try to regain a firm footing.
View ArticleTapping Growth in African American Buying Power Made Easier
The black TV universe is in process of growing appreciably larger with the addition of four new African-American-focused networks. They are Aspire, Revolt, Bounce TV and Soul of the South.
View ArticleConsumer Motives and Perceived Value – Part 3 of 5
The satisfaction of motives, not just needs, is a critical consideration in a competitive climate.
View Article3 Forms of Consumer Demand and their Value Implications pt 1
There are three forms of consumer demand that pertain to value creation. They are salient, incipient and latent demand. Each has strategic ramifications.
View Article3 Forms of Consumer Demand and their Value Implications pt 2
Incipient demand speaks to the ability for developing new solutions to current or emerging needs/motives.
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