The Market Segmentation Workbook: Target Marketing for Marketing Managers

Sally Dibb · Lyndon P. Simkin

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Marketing and Advertising Strategies Customer churn and segmentation Consumer Behavior and Market Dynamics

Abstract

SECTION I: SCENE SETTING - MARKET SEGMENTATION PROCESS. 1. Introduction. 2. The Segmentation Process. SECTION II: CORE ANALYSES. Analyses 1 - Existing Segments/Sectors. Analyses 2 - Market Trends and The Marketing Environment. Analyses 3 - SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats. Analyses 4 - Customer Needs, Expectations and Buying Processes. Analyses 5 - Competition I - Competitive Stances and Strategies. Analyses 6 - Competition II - Basis for Competing and Brand Positioning. Analyses 7 - The Strength of the Portfolio - Future Directions. SECTION III: STRATEGY. 1. Strategy Recommendations. SECTION IV: PROGRAMMES FOR IMPLEMENTATION. 1. Marketing Programmes. 2. Resources, Schedules, Responsibilities, Implications and On-Going Requirements.

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