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Presentation

  1. An Introduction to Market Segmentation by Professor Malcolm McDonald

Case studies

The following two case studies are the additional resources referred to in Chapter 15 of Market Segmentation: How to do it and how to profit from it:

  1. Looking for growth opportunities through segmentation — the IMC case study
    This case study illustrates how segmentation can provide a better understanding of a company’s customers to improve the strategic direction and efficiency of the marketing effort. It was written by a management consulting company offering a wide range of consulting services in a specific industry sector.
  2. The contribution of segmentation to business planning — the ICIF case study
    This case study looks at the important contribution made by segmentation to a business plan that proved to be a critical turning point for a UK manufacturing company. To ensure the part played by segmentation is seen in context, the case study starts well before the segmentation project was even commissioned.

Classification schemes

The following classification schemes are the additional resources referred to in Chapter 6 of Market Segmentation: How to do it and how to profit from it:

  1. North American Industry Classification System — NAICS
    This is the scheme introduced in 2002 by the US Census Bureau, Statistics Canada/Statistique Canada and the Instituto Nacional de Estadistica, Geografia e Informatica of Mexico 2007 version, updated 2012.
  2. Standard Industrial Classification — United Kingdom and Europe
    This is the 2007 version.
  3. Socio-economic Classification — United Kingdom
    This is the scheme introduced by the Office for National Statistics in 2001 and contains examples of occupations in each of the classes.

Please note that the book references are to the 2010 edition published by Goodfellow Publishers Ltd (ISBN 978-1-906884-18-5).

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