03-09-10 4:14AM
9.23 mi in 67:42 (07:19 min/mi)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 [...]
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Your Thinker: Suffering from racing mind syndrome.
VP-Marketing at an industrial capital equipment company.
Dad to 3 boys 6 and under, oldest is autistic.
Hubby to rock star pediatrician.
Ex and future marathoner.
Amateur economist.
Unrepentant beer snob.
Aspiring sommelier.
Lifelong NE Ohioan, now live near Cleveland.
Fascinated by technology and the interwebs.
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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 [...] 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 [...] 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 [...] |
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