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Download Segmentation Effective business development strategies most often
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Segmentation Effective business development strategies most often begin with market segmentation. We define market segmentation as the grouping of customers and non-customers with similar characteristics. These characteristics include demographic as well as economic attributes. Segmentation is useful to the extent that customers within a segment have similar purchasing behavior and/or profitability that differ from customers in other segments. Many companies segment their markets and customers using a matrix approach that groups customers along several dimensions Objectives: • Participants of this program will be able to: • Define and understand the concept of segmentation • Appreciate several models and implement one • Add value to their banks services by directly targeting and focusing on specific segments • Guide research and product development initiatives more appropriately Contents: • Customer Segmentation Definition • Informing short and long-term customer investment allocation decisions • Establishing customer development and management roadmaps • Tailoring program configuration: product, value proposition, pricing, channel and message • Guiding and prioritizing research and product development initiatives • Making Customer Investment Decisions • Managing Customer Relationships • Tailoring Marketing Programs • Guiding Product Development and Research • Model development • Model implementation and consulting Language: the program will be conducted in English Target audience: Marketing Managers, Marketing Professionals, Business Development Managers, Line Managers involved/interested in marketing and selling Method: Lecture-discussions, individual and group assignments, role plays, exercises and case studies Duration: Three days, 18 hours morning sessions Speaker : Mr. Hamza Taqi