Segmentation, Targeting, and Positioning with ME>XL
August 20 - 21, 2012
Instructor: Dr. Gary L. Lilien
Distinguished Research Professor of Management Science; ISBM Research Director and Co-Founder, Penn State
We all face markets with differing potential returns, finite resources, and stiff competition. This puts a premium on effective market segmentation, targeting, and allocation of resources across segments and positioning offerings within targeted segments.
In this seminar we will outline the core concepts and the essential templates and tools needed to:
- Identify profitable and reachable groups of customers
- Focus precious marketing and sales resources on those that are most profitable, and
- Position offerings to optimize business results
- Provide desktop tools for a "do-it-yourself" solution to many STP challenges.
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.
To provide participants with the templates and tools to apply those concepts immediately with the Marketing Engineering for Excel toolset.
Who Should Attend
Managers in charge of developing and delivering targeted products or services to business markets, and planners and market researchers who develop, analyze market information, and interpret studies that support those decisions. Particularly valuable for ISBM members who have already attended the ISBM Segmentation Marketing Seminar, (which provides much of the foundation for this program).
Special benefit for teams: the seminar is especially beneficial to company teams facing an STP problem. 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 with the MEXL tools.
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
- Alternative approaches: qualitative and quantitative
- Measurement techniques and their use
- Selection of organizations and respondents
- Using in-company data
- Interpreting and using results
STP Tools and Analysis for:
- Segmenting markets based on customer needs
- Targeting the most attractive set of customers or markets
- Positioning offerings in crowded markets with perceptual maps
ME>XL Software: Ready-to-Use Software Tools
- Segmentation and targeting (Cluster analysis) software
- GE portfolio analysis software
- Customer lifetime value software
- Positioning software
- Resource allocation software
- Customer choice modeling (logit) software
- Conjoint analysis software
- Applications and implementing segmentation marketing
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.
Gary L. Lilien is distinguished research professor of management science at Penn State and co-founder and research director of the ISBM. He is the author or co-author of twelve books (including Marketing Models with Phil Kotler, Marketing Engineering and Principles of Marketing Engineering, as well as over 100 professional articles. He has received many academic awards and honors, including three honorary doctorates and the 2008 American Marketing Association Educator of the Year Award. He consults for many companies and is a principal of the Marketing Engineering consultancy, DecisionPro.
Cost and Registration
ISBM Members: $2,000
Includes instructor pre-work consultation, a full suite of course handout materials. Fee also includes the MEXL software, Principles of Marketing Engineering Guidebook, and on-line access to recorded web tutorials at any time.
Non-Members: $2,500 on a space-available basis; does not include the MEXL software license, book, and access to recorded webinars (must be purchased separately).
Date and Location
This seminar will be held on August 20-21, 2012 at the Chicago Marriott O'Hare (8535 West Higgins Road, Chicago, Illinois 60631, Phone: 773-693-4444; Toll-free: 866-614-8407). Be sure to reference ISBM Penn State to receive the group rate of $159+/night. Room reservations must be made by August 1, 2012; rates and availability are subject to change after August 1.
Paula Dorminy or Gary Holler