Learning Objectives

• Why segmentation is important: concepts and benefits
• Design of market research studies from start to finish: templates and tools
• How to position
• How to communicate results of the study to decision makers

Who Should Attend

Typical participants include marketing managers, business development managers, product managers, market research managers and analysts, and planners

Benefits of Attending

You'll learn how to:

• Create a successful strategy
• Avoid costly mistakes
• Conduct strategic research and get critical market information
• Create a defensible and profitable competitive position in the market
• Find new opportunities
• Differentiate your products and services from your competitors

These topics are included:

Strategic Market Planning

• New Product and Service Development
• Finding Opportunities
• Pricing Strategy
• Market Positioning
• Market Segmentation
• Consumer vs. Business Markets

Market Segmentation and Positioning Research

• History and Overview
• The Benefits of Segmentation
• Segmentation Methods and Tools
• Planning a Segmentation Project
• Overcoming Obstacles and Problems of Segmentation
• Business and Industrial Market Segmentation
• Consumer Segmentation
• Product vs. Service Segmentation
• Business Segmentation Bases
• Consumer Segmentation Bases
• Attitudinal and Psychographic Segmentation
• Concepts of Segmentation
• Segmentation Strategies
• Competitive Strategy
• Key Success Factors
• Designing Segmentation Studies/Research
• Survey Instrument Design
• Conducting the Research
• Analytical Options in Segmentation Research
• Target Market Selection and Positioning
• Preparing and Presenting the Results of the Study
• Interpretation and Implementation of the Research
• Case Studies
• Special Topics in Market Segmentation
• Data Bases
• Interviewing
• Data Mining

Format

The two day seminar includes a mix of lectures, discussion, case studies, and real-world examples to intensify your learning experience. All materials are provided. Case studies will be distributed before the program begins: please read them prior to attending class.