Targeting the Right Customers: Practical Market Segmentation
What will I learn?
How to improve the quality and profitability of your business, using market segmentation to target the right customers; how to decide on the best segmentation basis; how to apply and implement segmentation effectively, presented in a relevant and lively workshop for people in B2B Product and Service markets and applied to industry conditions and situations.
A detailed examination of customer and market segmentation concepts, tools and models:
- The Market Segmentation Toolkit
- How to Map a Market
- Key Market Segmentation Techniques and Approaches
- Why Market and Customer Segmentation?
- How to segment B2B Product and Service markets
- How to segment markets with and without market research
- Discovering unmet needs
- Quantifying customer value
- Choosing and targeting market segments
- Customer Value Management
- Using Market Segmentation to Drive Marketing Strategy
- Dynamic market segmentation: dealing with change