• Running

    You can learn a lot about how people approach their careers by looking at how they approach their hobbies. Running is such an important part of my life that I have created a separate blog for it, Predawn Runner. Whether you are recreational or competitive, I welcome you to join me there in discussing how we fit running into an already-full life.

Tag Archives: Marketing

Market Segmentation for Electric Vehicles

By Greg | Published: December 17, 2009

Understanding the segmentation of the automotive market by customer behavior and vehicle usage patterns is going to be critical in designing electric vehicles with the appropriate price and performance (in terms of battery range) for success. Nick Hodson and John Newman of McKinsey recently published an article with a first-pass segmentation that points out some opportunities for differentiation by automotive producers.

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A Market Segmentation Example

By Greg | Published: December 3, 2009

After laying out the differences between market segmentation and classification in a previous blog post, this follow-up post provides an example of how segmentation was used to target growth for a new product by selecting customers for whom it had the greatest value proposition, allowing it to be priced at a significant premium to existing offerings.

Posted in Marketing, Strategy | Also tagged , | 10 Comments

Market Segmentation for Industrial Marketers – Why You’re Probably Doing it Wrong

By Greg | Published: November 24, 2009

As a marketer, you are undoubtedly familiar with the concept of market segmentation, where you divide your market into identifiable customer groups to improve your targeting. A key concept for proper market segmentation is that customers should be grouped by values (needs and wants) and the behaviors these values drive. It is important not to confuse segmentation with classification, where customers are grouped by characteristics which are not necessarily predictive of how they will respond to a specific value proposition.

Posted in Marketing, Parenting, Strategy | Also tagged , | 4 Comments

Application Success Profiles – A Powerful and Flexible Marketing Tool

By Greg | Published: November 19, 2009

This is a marketing tool I have developed to quickly convey successful applications to help build credibility at new accounts. The tool focuses on the value the solution brought to a customer, and it is quick and easy to create. They are a great tool to populate an application-focused section of a website or industry-specific presentations, as well as creating opportunities for published articles.

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The 10 Natural Laws of Blogging: Observations from a Novice

By Greg | Published: November 13, 2009

A full 5 posts into my blogging career (OK, maybe “hobby” is a better word), here are the 10 lessons I have learned. Therefore, they must be “natural laws”, unbreakable no matter what the effort. I am sure at least 3 of them are wrong, and I’ve missed another 5 or more. Please feel free to add or challenge as you see fit.

Posted in Leadership, Marketing | Also tagged , | 4 Comments