market sizing and segmentation

1
MARKET SIZING AND SEGMENTATION By targeting new products and services to the needs of distinct groups of high-value customers, segmentation develops market diΩerentiation and drives successful innovation. But MARKET SIZING AND SEGMENTATION is diΩicult to do well, and even harder to make useful, if you don’t know what you’re doing. In fact, segmentation is the Voice of the Customer equivalent of the proverbial exercise machine that many have but few use. Applied Marketing Science (AMS) helps companies make the most of segmentation. We have conducted countless segmentation studies in business-to-business and consumer markets covering a range of industries, including heavy equipment, insurance, medical products, high technology, food and beverages, and consumer products. By segmenting on customer needs, we focus on the fundamental issues that determine customer purchasing behaviors in new products and services. By identifying and evaluating functional and emotional needs, we create segmentations that inform the development of product and service features and marketing communications. By ensuring that our clients’ segmentation is integrated with their existing customer marketing and sales databases, we allow them to target the segments they identify and make their segmentation as useful as possible. By determining the most useful segmentation for our clients’ customers using more than one statistical technique, we ensure their segmentation is as accurate and unbiased as possible. Start “thinking segments” today. Contact us to learn more. If you’re not thinking segments, you’re not thinking. Theodore Levitt, Economist and Author, The Marketing Imagination 303 WYMAN STREET WALTHAM, MA 02451 (781) 250.6300 P (781) 684.0075 F www.ams-inc.com [email protected]

Upload: brian-bateman

Post on 18-Dec-2014

74 views

Category:

Business


5 download

DESCRIPTION

Identify distinct groups of customers to target innovation more effectively.

TRANSCRIPT

MARKET SIZING AND SEGMENTATION

By targeting new products and services to the needs of distinct

groups of high-value customers, segmentation develops market

diΩerentiation and drives successful innovation. But MARKET

SIZING AND SEGMENTATION is diΩicult to do well, and even

harder to make useful, if you don’t know what you’re doing. In

fact, segmentation is the Voice of the Customer equivalent of the

proverbial exercise machine that many have but few use.

Applied Marketing Science (AMS) helps companies make the most

of segmentation. We have conducted countless segmentation

studies in business-to-business and consumer markets covering

a range of industries, including heavy equipment, insurance,

medical products, high technology, food and beverages, and

consumer products.

By segmenting on customer needs, we focus on the

fundamental issues that determine customer purchasing

behaviors in new products and services.

By identifying and evaluating functional and emotional needs,

we create segmentations that inform the development of

product and service features and marketing communications.

By ensuring that our clients’ segmentation is integrated with

their existing customer marketing and sales databases, we

allow them to target the segments they identify and make their

segmentation as useful as possible.

By determining the most useful segmentation for our clients’

customers using more than one statistical technique, we ensure

their segmentation is as accurate and unbiased as possible.

Start “thinking segments” today. Contact us to learn more.

“If you’re not thinking segments, you’re not thinking.”Theodore Levitt,

Economist and Author, The Marketing Imagination

303 WYMAN STREETWALTHAM, MA 02451(781) 250.6300 p(781) 684.0075 [email protected]