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Top Market Strategy by Elizabeth Rush Kruger

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6.4 Distinguish Your Top Market Segment

We apply the 80/20 rule by defining the top market segment as respondents who score in the top 20% on the profitability index.

You can identify new customers just like your highly profitable respondents when you use statistics to profile their distinguishing characteristics. Statistics requires that your sample size be at least 150 respondents so your top market segment will have at least 30 respondents. For your convenience, Chapter 11 explains how to distinguish highly profitable prospects from other prospects, Appendix 2 profiles JetSpray's top market segment, while Appendix 5 specifies the Excel keystrokes ...

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