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Market Segmentation and Positioning Research  

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Seminar Summary:

This seminar is designed to teach you how to segment your markets and select the best target markets for your products and services.  (see full course description)

 

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Training Course Syllabus:


Market Segmentation and Positioning Research

What you will learn:

In this 2.5-day seminar, you will learn how to segment your markets and select the best target markets for your products and services. Specifically, you will learn:

Why it is critically important to segment your markets, select the most profitable targets and position your product/service appropriately in the chosen markets.

How to design marketing research studies from start to finish to segment markets.

Which commercial data sources are available to help you segment your markets.

How to select the best analytical tools for segmenting markets.

How to implement results from segmentation studies.

How to develop a successful step by step approach to positioning research in your organization.

How to analyze and interpret positioning data in a competitive setting and how to create and analyze perceptual maps using multivariate analysis techniques.

How to effectively communicate results from positioning research to decision makers.
 

Market Segmentation and Positioning Research Course Outline and Schedule

----- First Day -----

08:30 AM - 08:45 AM Introduction of Participants
08:45 AM - 10:15 AM Session 1

PLANNING AND DESIGNING SEGMENTATION PROJECTS:
Philosophy and role of market segmentation
Segmentation as a marketing strategy
Clarifying segmentation objectives
Writing questionnaires for segmentation research
MaxDiff scaling

10:15 AM - 10:30 AM Break

10:30 AM - 12:15 PM Session 2

QUANTITATIVE TECHNIQUES FOR IDENTIFYING SEGMENTS:
Deriving segments from data
K-means cluster analysis
Centering, standardizing, and weighting
Factor analysis
Software alternatives
Hierarchical cluster analysis
Latent class analysis

12:15 PM - 01:30 PM Lunch Break

01:30 PM - 03:15 PM Session 3

SELECTING, INTERPRETING, AND COMMUNICATING SEGMENTS AND SEGMENTATION RESULTS:
Reading output and selecting solutions
Case study illustrations
Interpreting “indexing”
Segmentation “work sessions”
Profiling and naming segments

03:15 PM - 03:30 PM Break

03:30 PM - 05:00 PM Session 4

TARGETING AND IDENTIFYING SEGMENTS:
Criteria for prioritizing segments
Identifying opportunities and barriers
Predictive algorithms
Discriminant function analysis
CHAID/CART
Linking to databases

----- Second Day -----

08:30 AM - 10:15 AM Session 5

SEGMENTATION WORKSHOP:
Hands-on group exercise with real data
Reading segmentation output
Selecting a segmentation solution
Developing segment portraits
Developing an assignment algorithm

10:15 AM - 10:30 AM Break

10:30 AM - 12:15 PM Session 6

MAKING SEGMENTATION MORE ACTIONABLE:
Optimizing segmentation solutions
Reclassification techniques
Object-based segmentation
CHAID for deriving segments
A priori segmentation
Demographic and hybrid segmentation

12:15 PM - 01:30 PM Lunch Break

01:30 PM - 03:15 PM Session 7

ALTERNATIVE SEGMENTATION APPROACHES FOR SPECIAL SITUATIONS:
Geodemographic and syndicated segmentation approaches
Prizm clusters
Domain-specific segmentation
Business-to-business segmentation
Occasion-based segmentation

03:15 PM - 03:30 PM Break

03:30 PM - 05:00 PM Session 8

IMPLEMENTING SEGMENTATION RESEARCH:
Taking marketing action on the basis of segmentation results
Segmentation as the key to marketing strategy
Segmentation applied to the 4 “P’s” of marketing
Introduction to conjoint analysis and Hierarchical Bbayesian Analysis
Price elasticity and strategies for price segmentation
Segmentation by place and site selection

----- Third Day -----
08:30 AM - 10:30 AM Session 9

BRAND POSITIONING AND PERCEPTUAL MAPPING:
Brand positioning
The brand positioning statement
Measuring brand positioning through survey research
Pictorial representations of brand positioning data
Perceptual mapping techniques
Multidimensional scaling
Correspondence analysis
Discriminant function maps
Factor maps
Mapping segments with brands

10:30 AM - 10:45 AM Break

10:45 AM - 12:15 PM Session 10

QUALITATIVE RESEARCH FOR BRAND POSITIONING:
Research techniques to guide as well as measure brand positioning
White-boarding
Repertory grids
Ethnographic research
Laddering
Projective techniques
Personification

12:15 PM - 12:30 PM Concluding Remarks

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Market Segmentation and Positioning Research" seminar. Names of evaluators have been left out as a matter of professional courtesy.

The best seminar in marketing I've ever taken. Very timely. The content is absolutely excellent. Speaker - excellent, engaging. It's nice to have someone who can help us to understand ... Finally, a marketing seminar which is both in-depth and practical.
Director of Market Research Faultless Starch/Bon Ami

Excellent (seminar) - highly related to my business, concise, easy to grasp, effective use of very appropriate real-life examples, stimulating and energizing, gained fresh perspective. Speaker - advanced knowledge and gifted at sharing. High quality, moved at brisk and stimulating pace ... Thorough, relevant, interesting, vital.
Marketing Research Consultant Ciba-Geigy

Very strong - vital information in today's "fragmented marketplace"! Speaker great! Holds attention, makes info relevant to seminar participants' businesses.
Category Research Manager NutraSweet

Great seminar! Case studies very relevant. Speaker great. Related our industries to case studies.
Market Analyst Pontiac - General Motors

Very impressed. I have never been disappointed with any Burke seminar I have attended. Very professionally done. Excellent examples for using data. Excellent presentation
Marketing Research Consultant Foremost Insurance Company

Very good – helped me develop a framework for thinking about my problems (and) pursuing a plan of attack.
Usability Manager Capital One

Great. Good mix of cases from different industries and several segmentation options.
Product Planning Analyst Panasonic

Very informative – just what I needed! The Best training I’ve had in
many years.
Market Research Manager LaBatt USA

Very good. Great information on purpose of segmentation as well as procedure and application. Very thorough
Director, Research & Strategic Planning United Methodist Publishing
 

Seminar Summary:

This seminar is designed to teach you how to segment your markets and select the best target markets for your products and services.  (see full course description)

print this agenda print agenda for the Market Segmentation and Positioning Research training seminar

 view dates and locations for this seminar

 

 

 

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