Harvard Business Review

FEBRUARY 15, 2011

The division had just introduced a line of products aimed at an important new market segment. Since the company sold primarily through direct marketing, the design of such materials as catalogs — and, increasingly, web pages — had a direct impact on sales. Ask yourself: Do I want to influence others ?

Influence 15

Influence Market Segmentation Direct Marketing Focus Group 15

CO2

JANUARY 2, 2011

These are: Customer Segments – An organization serves one or several customer segments.

Business Model 141

Business Model Executive Coaching Execution Blog 141

Harvard Business Review

AUGUST 9, 2018

While most for-profit companies start with product and then subsequently segment customers based on profit potential (higher lifetime value and lower acquisition costs), the most successful nonprofits commit first to reaching an underserved population, which often includes higher acquisition costs and lower lifetime value. This is hard to do.

Strategy 11

Strategy Market Segmentation Crisis Entrepreneur 11

Harvard Business Review

JUNE 7, 2011

There is no way to simultaneously align the organization's structure with products, functions, geographies, market segments, customers, capabilities, personalities, and technologies (to name a few). Until they figured out what they had to stop doing, the marketing team was perceived to be resistant and ineffective.

Market Segmentation 14

Market Segmentation Restructuring Marketing Finance 14

Harvard Business Review

NOVEMBER 13, 2012

Several operational levers influence sales team activity to help you achieve these ends, including the following. focus more effort on specific market segments), tweaks to sales force size or structure (e.g. close a vacant territory in a low growth market) or small modifications to hiring profiles (e.g.

Market Segmentation 15

Market Segmentation Incentives Short-term Tools 15

Harvard Business Review

DECEMBER 22, 2010

Five years later, under the banner of "The Girl Effect," Nike Foundation and its many partners, such as the NoVo Foundation the World Bank, DFID and the UN Foundation, have successfully influenced the global agenda and helped launch multi-million dollar programs to empower adolescent girls around the world. Early results are encouraging.

Core Competence 15

Core Competence Market Segmentation Globalization Reputation 15

Harvard Business Review

APRIL 18, 2013

Going to market effectively these days, no matter what business you''re in, means relating to customers as individuals — even if there are millions of them. Creating products and services for market segments of one (" mass customization ") isn''t easy. In a previous post , I described how U.K.

Customer Intimacy 8

Customer Intimacy Supply Chain Market Segmentation Human Resources 8

Harvard Business Review

MAY 2, 2011

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market.

Mass Marketing 11

Mass Marketing Market Segmentation Travel Marketing 11

Harvard Business Review

FEBRUARY 7, 2013

It's far more likely that you and the people who influence you use the former. Marketers segment you, target you, and analyze you. Think for a moment about the first words you say when you talk about your life. Are you more apt to say "I live my life." or "I lead my life."? You'll create a lot of personal data along the way.

Self-aware 12

Self-aware Market Segmentation Technology Comparison 12

Harvard Business Review

APRIL 26, 2012

Because habits change with acculturation, age, influence and other factors. These categories of products don't rely on focus groups because only visionaries can truly imagine their usefulness — they create entirely new habits and disrupt markets. Over time, we drop some, and pick up new ones.

Market Segmentation 13

Market Segmentation B2B Productivity Products 13

Harvard Business Review

JUNE 14, 2013

As a marketer, I work to engage women online with brands and causes. Ideally, a brand and a woman of influence interact directly, one to one. of emails to my all-female marketing database are opened on iPhones, likely because many on my mailing list are busy moms who often aren''t in front of a computer. It''s her phone.

Strategy 8

Strategy Marketing Market Segmentation Learning-by-Doing 8

Harvard Business Review

MAY 28, 2015

According to our report The Power of the Purse: Engaging Women Decision Makers for Healthy Outcomes , which was based on a multi-market survey of 9,218 respondents in the U.S., Women account for a significant chunk of the market. Fifty-nine percent of women in our multi-market sample are making health care decisions for others.

Health Care 8

Health Care Industry First-mover Advantage Market Segmentation 8

Harvard Business Review

SEPTEMBER 21, 2011

A market segment can be characterized broadly (women 25-34) or specifically (women in an early career phase who are newly-married and starting a family). With abstract and specific thinking, it's easy to influence the way you conceptualize a situation.

Word of Mouth Marketing 13

Word of Mouth Marketing Transportation Market Segmentation Advertising 13

Harvard Business Review

NOVEMBER 20, 2015

He is poised to become the leader in this segment of a multi-billion dollar market. Corporate procurement processes are opaque, secretive, and can be influenced by political pull as well as pure performance. Global supply chains can cut across many “cultures”: national, industry, technology, market segment, and more.

Supply Chain 8

Supply Chain Collins Golden Handcuff Pharmaceuticals 8

Harvard Business Review

JUNE 24, 2015

In a visionary setting, firms win by being the first to create a new market or to disrupt an existing one. Though the environment may look uncertain to others, visionary leaders see a clear opportunity for the creation of a new market segment or the disruption of an existing one, and they act to realize this possibility.

Strategy 8

Strategy Competitive Advantage Environment Execution 8

Harvard Business Review

NOVEMBER 16, 2012

Marketers love the notion that a great idea can be carefully crafted and nurtured by one man or woman. Agency truly lies with the agency — or so marketers would like to think — whether that be an ad agency, PR firm, or graphic team. Sure, sex sells in marketing, but there are other powerful ways to engage people.

Marketing 8

Marketing Simon PR Market Segmentation 8

Harvard Business Review

FEBRUARY 1, 2013

All participants were executives with budgetary and decision-making responsibility or direct visibility and influence for Big Data initiatives. Test-and-learn is a set of practices employed by marketers to test ideas in a small number of customer segments to predict impact and validate results before rolling out to a broader market.

Market Segmentation 8

Market Segmentation Metrics Environment Operations 8

Harvard Business Review

MAY 3, 2013

Pizza Hut''s campaign unwittingly shut the door on thousands of customers who were either: 1) people within the target market that the ad alienated (ex: millennials who care about politics more than pizza); or 2) people excluded from the target market altogether (ex: non-Gen Yers). Customer service Customers Marketing'

Market Segmentation 8

Market Segmentation Advertising Marketing Bond 8