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Appendixes
by Elizabeth Rush Kruger
Top Market Strategy
Title Page
Copyright Page
Abstract
Abstract
Keywords
Keywords
Contents
Illustrations
Figures
Icons
Tables
Foreword
Preface
Part I: Marketing Fundamentals
Chapter 1: Essentials of Marketing
1.1 Marketing
1.2 Marketing Strategy
1.3 Market Segmentation
1.4 Target Marketing
1.5 Strategic Positioning
1.6 Research Phases
Chapter 2: Decisions About Customer Surveys
2.1 Exploratory Research
2.2 Sampling
2.3 Sample Size
2.4 Validity and Reliability
2.5 Levels of Data
2.6 Survey Methods
2.7 Sections of a Customer Survey
Part II: The 80/20 Rule
Chapter 3: The Pareto Distribution
3.1 Discovered by Pareto
3.2 Universal and Predictable
3.3 Comparable to a Normal Distribution
3.4 Replicated by Research
3.5 Discussion
Chapter 4: Applications of the 80/20 Rule
4.1 Applications
4.2 Application to Profit From Customers
Part III: Application to Profit From Customers
Chapter 5: Segmentation by Profit from Customers
5.1 Overview
5.2 Definition of Profit From Customers
5.3 Current Profitability Segments
5.4 Profitability With New 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
8.1 Summarize Responses
Chapter 9: Survey Customers and Analyze Responses
9.1 Quota Sampling
9.2 Analysis of Customer Responses
Chapter 10: Define the Profitability Segments
Chapter 11: Distinguish the Top Market Segment
Chapter 12: Evaluate and Target the Top Market Segment
12.1 Evaluate JetSpray's Top Market Segment
12.2 Target Your Top Market Segment
Chapter 13: Create Research-Driven Marketing Strategies
13.1 JetSpray's Marketing Strategies
Chapter 14: Quadruple Profit from Customers
14.1 JetSpray's Current Profit From Customers
14.2 JetSpray's Profitability With New Customers
Appendixes
Appendix 1: Report on Overall JetSpray Customers
Methodology
A1.1 Demographics (Items S-4 and 12–14)
A1.2 Psychographics (Items 7–11)
A1.3 Buying Behavior (Items S-2, S-3, and 1–6)
Appendix 2: Report on JetSpray's Top Market Segment
Methodology
A2.1 Demographics (Items S-4, 12–14)
A2.2 Psychographics (Items 7–11)
A2.3 Buying Behavior (Items S-2, S-3, 1–6)
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
Chapter 1
Chapter 3
Chapter 4
References
Announcing the Business Expert Press Digital Library
Announcing the Business Expert Press Digital Library
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14.2 JetSpray's Profitability With New Customers
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Appendix 1: Report on Overall JetSpray Customers
Appendixes
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Front view of a JetSpray.
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