segmentation

Market Segmentation

by alec on August 5, 2005

Wendy has just published two excellent pieces on market segmentation.

Market Segmentation is NOT a Marketing Issue. Right on! It’s a whole company issue, and right at the core of which products and business strategies you will pursue.
First Things First — What is a Market Segment?. Confusing segments and markets is a common mistake. What can I say? GUILTY. Wendy tells you how not to make that mistake.

Rule #4: Segment, Segment, Segment

by alec on May 16, 2005

Some time ago, at the behest of my friend Wendy Kennedy, I started out to write a series of articles on marketing lessons learned at Microsoft. It’s been over two years since the last, but a couple of weeks back I wrote the latest while sitting on a four hour train ride from Toronto. Without further ado: Rule #4: Segment, segment, segment.

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So What, Who Cares, Why You?

May 10, 2005

Wendy Kennedy’s So What, Who Cares, Why You? really is a must read blog. For example, her post on fishbone diagrams is an excellent tool for helping any company with a product that could be targeted at multiple markets and segments. I use it in two ways — one is to gain clarity around what [...]

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