- Title Page
- Copyright Page
- Abstract
- Keywords
- Contents
- Illustrations
- Icons
- Tables
- Foreword
- Preface
- Part I: Marketing Fundamentals
- Part II: The 80/20 Rule
- Part III: Application to Profit From Customers
- Chapter 5: Segmentation by Profit from Customers
- Chapter 6: Steps of Profitability Segmentation
- 6.1 Conduct Survey Research With Customers
- 6.2 Create Proxy Variables
- 6.3 Segment Your Customers by Their Profitability
- 6.4 Distinguish Your Top Market Segment
- 6.5 Target Your Top Market Segment With Your Resources
- 6.6 Position Your Business With Marketing Strategies
- 6.7 Steps to Quadruple Your Profit From Customers
- Part IV: How to Increase Profit From Customers
- Chapter 7: Interview Diverse Customers
- Chapter 8: Create the Customer Survey
- Chapter 9: Survey Customers and Analyze Responses
- Chapter 10: Define the Profitability Segments
- Chapter 11: Distinguish the Top Market Segment
- Chapter 12: Evaluate and Target the Top Market Segment
- Chapter 13: Create Research-Driven Marketing Strategies
- Chapter 14: Quadruple Profit from Customers
- Appendixes
- Appendix 1: Report on Overall JetSpray Customers
- Appendix 2: Report on JetSpray's Top Market Segment
- Appendix 3: How to Analyze Overall Customers
- A3.1 Code and Enter Customer Responses
- A3.2 Count Responses and Purchases
- A3.3 Confirm the Fulfillment of Quotas
- A3.4 Calculate Percentages for Nonmetric Items
- A3.5 Calculate Averages for Metric Items
- A3.6 Compile Tables for the Report
- A3.7 Pivot the Tables Into Bar Charts
- A3.8 Outline the Report
- A3.9 Summarize the Results in Descending Order
- Appendix 4: How to Segment Customers by Profitability
- A4.1 Define the Loyalty Index as the Proxy for Potential Profit per Item
- A4.2 Define Seating Capacity as the Proxy for Volume of Items
- A4.3 Define the Profitability Index as the Proxy for Profit From Customers
- A4.4 Sort Respondents by Their Profitability Index Scores
- A4.5 Define the Profitability Segments
- A4.6 Chart the Profitability Segments
- A4.7 Create a Pie Chart of the Profitability Segments
- Appendix 5: How to Profile a Target Market
- A5.1 Calculate Percentages for Nonmetric Items for Both Groups
- A5.2 Test Whether the Percentages for the Two Groups Are Significantly Different
- A5.3 Average Metric Responses for Both Groups
- A5.4 Test If the Averages Are Significantly Different for the Two Groups
- A5.5 Compile Tables for the Report
- A5.6 Pivot the Tables Into Bar Charts
- A5.7 Outline the Report and Insert the Bar Charts Into the Outline
- A5.8 Summarize the Results and Mark Significant Differences Between Groups
- A5.9 Compile These Distinctions as a Buyer Profile
- Appendix 6: Data Worksheet in Microsoft Excel
- Row Codes
- Column Codes
- Top Left Section (A1:U58)
- Middle Left Section (A59:U115)
- Bottom Left Section (A116:U170)
- Top Center Section (V1:AQ58)
- Middle Center Section (V59:AQ115)
- Bottom Center Section (V116:AQ169)
- Top Right Section (AR1:BL58)
- Middle Right Section (AR59:BL115)
- Bottom Right Section (AR116:BL170)
- Notes
- References
- Announcing the Business Expert Press Digital Library
Row Codes
| Rows | Market Segments |
| 2–31 | Top market segment (target market) |
| 32–151 | Middle and bottom market segments (others) |
| 32–89 | Middle market segment |
| 90–151 | Bottom market segment |
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