Segmentation, Targeting, Positioning: Harvesting Customer Value Seminar

Dr. Gary L. Lilien
Distinguished Research Professor of Management Science,
and Research Director, ISBM
Penn State

Build Market Share and Profitability through Segmentation, Targeting, and Positioning...

We all face markets with differing potential returns, finite resources and stiff competition, especially as eBusiness changes the nature of the marketplace.

In this seminar, renowned researcher Gary Lilien outlines the core concepts involved in identifying profitable and reachable groups of customers, focusing resources, and positioning your offerings to optimize business results.

Objectives

To enable participants to understand the concepts and benefits of value-based market segmentation, and how to better target products and services to selected customers in an increasingly digital world.

To help participants extract more insight from segmentation studies they have done, and to better implement segmentation for superior business results.

Who Should Attend

Managers in charge of developing and delivering targeted products or services to business markets, and planners and market researchers who develop and interpret studies that support those decisions.

Special benefit for teams

The seminar is especially beneficial to a company "team" facing a segmentation problem.

Maximize your benefits

Participants are encouraged to bring a segmentation problem (anywhere from conceptual stage to implementation stage) for presentation and syndicate work, putting learned concepts to immediate use.

Seminar Content

STP—Segmentation, Targeting, Positioning:
The Heart of Modern Strategy in Marketing

• How segmentation embodies the marketing concept
• Fundamental marketing principles and their relationships to segmentation: product positioning, distribution, communication, pricing, salesforce strategy

Customer Value Measurements

• How to conceptualize and quantify both "functional value" (product performance) and "supplier/service" value in the business marketplace
• Why and how to use customer value assessment as the basis for business market segmentation

Segmentation Research

• Alternative approaches: qualitative and quantitative
• Measurement techniques and their use
• The role of the Internet in collecting customer information
• Selection of organizations and respondents
• Using in-company data
• Interpreting and using results

(online) Software Review

• Cluster analysis software
• GE/McKinsey portfolio analysis software
• Positioning software
• Resource allocation software
• Choice modeling software
• Conjoint analysis software

Applications

• Segmentation and positioning a new Personal Digital Assistant
• Segmentation marketing in action: ABB Electric Video Case
• Participant-specific segmentation problem programs
• Segmentation in the world of "eBusiness"

Implementing Segmentation Marketing in Your Organization

• Tips
• Traps
• Tricks

Format

The two-day seminar meets from 8:30 a.m. to 5:00 p.m. each day. It uses a mix of lectures, discussion, case work, and videotape illustrations. All materials are provided.

Materials

Participants will receive all materials including Harvesting Customer Value: Understanding and Applying Customer-Value Based Segmentation by Dowling, Lilien, Rangaswamy and Thomas. The book gives access to Web-based software that will help you implement all of the concepts developed in the course.

Instructor

Dr. Gary L. Lilien is Distinguished Research Professor of Management Science at Penn State and is co-founder and research director of the Institute for the Study of Business Markets. He is recognized as a world leader in the application of systematic methods to business marketing. He is author and co-author of 12 books, including Marketing Models (with Philip Kotler) and Marketing Engineering (with Arvind Rangaswamy), and over 90 professional articles. He has received a number of honors and awards, including the best paper award from the Journal of Marketing, honorable mention in the Little Award Competition from the INFORMS College on Marketing and honorary doctoral degrees from the University of Liege, from the University of Ghent, and from Aston University.

His segmentation consulting clients include 3M, Exelon, DuPont, Federal Reserve Bank, Kodak, Sprint and Xerox.

For more information contact:

Paula Dorminy or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu