Download Segmentation Effective business development strategies most often

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:
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Participants of this program will be able to:
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Define and understand the concept of segmentation
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Appreciate several models and implement one
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Add value to their banks services by directly targeting and focusing on specific
segments
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Guide research and product development initiatives more appropriately
Contents:
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Customer Segmentation Definition
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Informing short and long-term customer investment allocation decisions
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Establishing customer development and management roadmaps
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Tailoring program configuration: product, value proposition, pricing, channel and
message
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Guiding and prioritizing research and product development initiatives
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Making Customer Investment Decisions
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Managing Customer Relationships
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Tailoring Marketing Programs
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Guiding Product Development and Research
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Model development
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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