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MKTG 6250U: Business Marketing
September 20, 2012
Anna Sampson
Samyukta Jaishankar
AgendaKey concepts- Everything you
wanted to know about Chapter 2 and tomato sauce
Industry Application What’s up with Brooks?
Market Driven Organizations“Those that are able to sense trends and changes in the markets ahead of their competitors…can anticipate more accurately the responses to actions designed to retain and attract customers and improve channeling relations, thereby thwarting competitors.”
Market Sensing
Defining a market
Monitoring Competitio
n
Assessing Customer
Value
Gaining Customer Feedback
Segmentation
“The process of partitioning a market into groupings of firms that have relatively similar requirements and preferences for market offerings within each grouping and relatively different requirements and preferences between groupings.”
Defining a market
Monitoring Competitio
n
Assessing Customer
Value
Gaining Customer Feedback
“Different kinds of mustard satisfy different kinds of people”
http://www.ted.com/talks/lang/en/malcolm_gladwell_on_spaghetti_sauce.html
Conventional Bases of Segmentation
Industries Customer Size Customer BehaviourGeography
Progressive Bases of Segmentation
ApplicationCustomer CapabilitiesCustomer Business PrioritiesUsageCustomer Profitability
Criteria
MeasurableAccessibleActionableProfitable
Market Segments of InterestObtain Estimates of Each market
segment’s size and growth.◦Market Potential
Build-up method Chain ratio method Index method:
◦Total Market Demand:• Define the market• Divide total industry demand into its main
components• Forecast drivers of demand and associated
changes• Sensitivity analysis
Market Segments of InterestAssessing sales and profit potential:◦Sales Potential:
Sales force composite Regression % of each business’s contribution to
sales
◦Profit potential: Sales Potential + Additional Assumptions Historical Data (Contribution Margin)
For Example: Zimmer Industries: Hospitals? LTC?Customer Size: Focus on LHIN? Customer Behaviour: Repeat
customers?Geography: Forget it- let’s go to
the US
Zimmer cont.Application: How do hospitals use
Zimmers? Rehabilitation, LTC…Customer Capabilities: Repairs? Business priorities: Zimmer 2.0Usage situations: One off?Contribution to profitability: LTC
chain?
If you were going to market a new product or service, which group would you target and why?
Use of Health Care Innovations
http://www.deloitte.com/dtt/cda/doc/content/us_chs_ConsumerSurveyExecutiveSummary_200208.pdf
http://www.deloitte.com/dtt/cda/doc/content/us_chs_ConsumerSurveyExecutiveSummary_200208.pdf
Profile of the Six Health Care Consumer Segments
What’s up with Brooks?Main pointsHow can what he is saying relate
to B2B?Other applications