We all face markets with differing potential returns, finite resources, and stiff competition. This puts a premium on effective market segmentation, targeting, and allocation of resources across segments and positioning offerings within targeted segments.
In this seminar we will outline the core concepts and the essential templates and tools needed to:
- Identify profitable and reachable groups of customers
- Focus precious marketing and sales resources on those that are most profitable, and
- Position offerings to optimize business results
- Provide desktop tools for a “do-it-yourself” solution to many STP challenges.
Managers in charge of developing and delivering targeted products or services to business markets, and planners and market researchers who develop, analyze market information, and interpret studies that support those decisions. Particularly valuable for ISBM members who have already attended the ISBM Segmentation Marketing Seminar, (which provides much of the foundation for this program).
Special benefit for teams:
The seminar is especially beneficial to company teams facing an STP problem. Participants are encouraged to bring a segmentation problem (anywhere from conceptual stage to implementation stage) for presentation and syndicate work, putting learned concepts to immediate use with the MEXL tools.