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Top market strategy : applying the 80/20 rule / Elizabeth Rush Kruger.

By: Material type: TextTextPublisher number: 2 | BEPSeries: Marketing strategy collectionPublisher: [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, [(c)2011.]Edition: 1st edDescription: 1 electronic text (x, 113 pages) : illustrations, digital fileContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781606493113
Subject(s): Genre/Form: Additional physical formats: Print version:: No titleLOC classification:
  • HF5415.13
Online resources: Available additional physical forms:
Contents:
Lists of illustrations -- List of tables -- Foreword -- Preface -- Part I. Marketing fundamentals -- 1. Essentials of marketing -- 2. Decisions about customer surveys -- Part II. The 80/20 rule -- 3. The Pareto distribution -- 4. Applications of the 80/20 rule -- Part III. Application to profit from customers -- 5. Segmentation by profit from customers -- 6. Steps of profitability segmentation -- Part IV. How to increase profit from customers -- 7. Interview diverse customers -- 8. Create the customer survey -- 9. Survey customers and analyze responses -- 10. Define the profitability segments -- 11. Distinguish the top market segment -- 12. Evaluate and target the top market segment -- 13. Create research-driven marketing strategies -- 14. Quadruple profit from customers -- Appendix 1. Report on overall JetSpray customers -- Appendix 2. Report on JetSpray's top market segment -- Appendix 3. How to analyze overall customers -- Appendix 4. How to segment customers by profitability -- Appendix 5. How to profile a target market -- Appendix 6. Data worksheet in Microsoft Excel -- Notes -- References -- Index.
Abstract: Research verifies that the 80/20 rule summarizes the stable relationship of inputs to outputs-- including the impact of customers on the profit of a business. According to this universal law, a business can predict that the most profitable 20% of its customers generates 80% of its profit from customers and that customers in this top market segment are 16 times more profitable than customers in the bottom market segment. Thus when a business replaces all customers in the bottom market segment with new customers in the top market segment, the business can expect to quadruple its profit from customers.
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Lists of illustrations -- List of tables -- Foreword -- Preface -- Part I. Marketing fundamentals -- 1. Essentials of marketing -- 2. Decisions about customer surveys -- Part II. The 80/20 rule -- 3. The Pareto distribution -- 4. Applications of the 80/20 rule -- Part III. Application to profit from customers -- 5. Segmentation by profit from customers -- 6. Steps of profitability segmentation -- Part IV. How to increase profit from customers -- 7. Interview diverse customers -- 8. Create the customer survey -- 9. Survey customers and analyze responses -- 10. Define the profitability segments -- 11. Distinguish the top market segment -- 12. Evaluate and target the top market segment -- 13. Create research-driven marketing strategies -- 14. Quadruple profit from customers -- Appendix 1. Report on overall JetSpray customers -- Appendix 2. Report on JetSpray's top market segment -- Appendix 3. How to analyze overall customers -- Appendix 4. How to segment customers by profitability -- Appendix 5. How to profile a target market -- Appendix 6. Data worksheet in Microsoft Excel -- Notes -- References -- Index.

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Research verifies that the 80/20 rule summarizes the stable relationship of inputs to outputs-- including the impact of customers on the profit of a business. According to this universal law, a business can predict that the most profitable 20% of its customers generates 80% of its profit from customers and that customers in this top market segment are 16 times more profitable than customers in the bottom market segment. Thus when a business replaces all customers in the bottom market segment with new customers in the top market segment, the business can expect to quadruple its profit from customers.

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