October 2010
Intermediate to advanced
400 pages
34h 3m
English
book
Marketing Strategy from the Masters (Collection)
by Philip Kotler, Nancy Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, Joan Kiddon
Content preview from Marketing Strategy from the Masters (Collection)
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24. Zeroing in on Consumer Target Markets
If your market is consumers, consider using a segmentation tool like PRIZM (Potential Rating Index by Zip Codes), a clustering tool developed by Claritas Inc. Consumer groups are broken into 39 different sectors within five different categories, comprised of education and affluence, family life cycle, urbanization, race and ethnicity, and mobility. The sector clusters are names of fun and descriptive groups such as The Cosmopolitans, Blue Blood Estates, and Hometown Retired. Each of the clusters is segmented by zip code so you can easily target like-minded individuals.
As you become more experienced in understanding your target market segments, your goal should be to continuously refine how this is applied ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.