How to Segment a Market

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Identifying Sources of Sales Growth
You've mastered segmentation, targeting, and positioning. Now learn how to grow and increase your sales using the 2x2 Ansoff matrix--one of the most powerful ideas in marketing. In the process, you'll learn piercing insights into the interactions between customers (current and new), product development, diversification, and more.
What Is Marketing?
One of the core tenets of successful marketing is understanding your customer. But often times, you aren't the customer you're marketing to. What can you do instead? Find out in this introductory lecture on "Marketing 101", which also explores four types of value consumers seek: functional, monetary, social, and psychological.
Innovative Marketing Research Techniques
Research is undoubtedly essential for making responsible, effective marketing decisions. Professor Hamilton concludes his course with a lecture on the importance of marketing research methods whose data is often expressed in helpful qualitative terms: customer observations, focus groups, ethnographies, and projective techniques.
Common Size, Trend, and Ratio Analysis
Common size analysis. Trend analysis. Ratio analysis. Three financial tools every seasoned businessperson should be able to use. First, learn how each of these tools is used. Then, get a closer look at five key categories of ratios to keep in mind, including liquidity ratios and market ratios.
Cost-Volume-Profit Analysis
How does breakeven analysis, or cost-volume-profit analysis, work--and how do businesspeople make it work for them? As you'll discover in looking at both the basic breakeven model and some more advanced variations, cost-volume-profit analysis has far-reaching applications in everything from marketing hotel rooms to pricing concert tickets.
Targeting a Market Segment
Make better sense of targeting, the process of selecting the segment (or segments) your product will best serve. Throughout the lecture, you'll learn key rules of targeting. One rule is: Don't try to please customers outside your target. Another: Always pick a target segment that values what you offer.
Big Data: Good for the Customer Not Just the Business
Part of the Series: Business Intelligence Collection
An important lesson learned about Big Data is that collecting and storing data may be the easier part of the job, analyzing and utilizing the data, well, that's the challenging task. It's become abundantly clear, that today's organizations need to work through the challenges and come full circle with their…
Reducing Risk, Building Resilience
Professor Goldsby introduces you to the hottest topic in modern business: risk management. How can you overcome perilous situations, or dampen their effects? What are common internal and external risks to an organization? And how will tools like the "Failure Mode and Effects Analysis" help you identify and prioritize them?
Creating Great Customer Experiences
Begin exploring the tactics involving in reaching marketing goals with a look at how to design products and services to provide the best possible customer experience. Along the way, you'll learn six rules for effectively managing customer experiences (including getting bad experiences out of the way and empowering employees).
Qualitative Consumer Research Episode 1
A video from ECU's archive of documentaries and teaching films. In this introductory program Professor Hill describes the scope of qualitative research together with the guiding principles and the specific issues involved in data collection, analysis and writing up of the report. Produced by David Crewes.
Accounting and Finance—Decision-Making Tools
This introductory lecture unpacks some key concepts in accounting and finance; dispels some common myths about accounting; and gives you a helpful overview of three essential statements companies routinely prepare to communicate critical financial data to shareholders and owners.
Finding Untapped Growth in Existing Markets - With James Hollingshead, PhD
You're under constant pressure to grow, but it's tough to find new avenues of growth within existing lines of business. Fortunately, growth is available in almost every market if you look for it in the right way. Start by analyzing which customer behaviors make money (and lose money) for your…