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Top Market Strategy by Elizabeth Rush Kruger

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Chapter 11

Distinguish the Top Market Segment

Appendix 2 profiles customers with high potential profitability in the report on JetSpray's top market segment, while Appendix 5 specifies the keystrokes used to distinguish customers in the top market segment from other customers. Appendix 6 shows how to statistically compare these two groups in a Microsoft Excel worksheet using these steps:

  1. Calculate the percentage of responses for each nonmetric item with both groups: the top market segment and other customers.
  2. Compare these percentages to test whether they are significantly different for the two groups.
  3. Calculate the average response for each metric item with both groups.
  4. Compare these averages to test whether they are significantly different ...

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