- 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
Top Center Section (V1:AQ58)
Note: V1:AQ58 defines the top center section of the survey data. (V1 refers to the label for question 4, item 4, while AQ58 refers to question 8, item 5, as rated by respondent 57.)
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