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The Fast Path to Corporate GrowthLeveraging Knowledge and Technologies to New Market Applications$
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Marc H. Meyer

Print publication date: 2007

Print ISBN-13: 9780195180862

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195180862.001.0001

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Segmenting Markets for Growth

Segmenting Markets for Growth

(p.49) Chapter Three Segmenting Markets for Growth
The Fast Path to Corporate Growth

Marc H. Meyer

Oxford University Press

For growth-seeking companies with sound technologies and executives who aim to create new streams of revenue within two or three years, strategy need not be so complicated. Market segmentation is the first step in new market applications development. The best way to understand market segmentation is, like most things, to understand its fundamental principles and observe those principles at work in different examples. The examples offered in this chapter run the gamut from physical assembled products, to software and systems, to biotechnology, and to services. Marketing specialists correctly suggest that the differences between segments must be measurable and meaningful. That means that you must have concrete data for the different regions on your grid. These data might include: current sales by segment, annual growth rates, market share, competitors and their market shares. Putting all these together on a single page provides a rich picture of the market and the competitive landscape.

Keywords:   market segmentation, new market applications, segments, current sales, growth rates, market share, competitors

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