Finding Untapped Growth in Existing Markets

Produced

• 2006

Key Features

53-minute VHS or DVD video

Program Highlights:

• Segmenting customers by behaviors, rather than by beliefs or attitudes.
• Customer profiles that explain the behavior you are targeting.
• How to create a map that your sales force can use for closing deals in new markets.

Featuring: James Hollingshead, PhD
Senior Partner, Monitor Group

Business leaders are under constant pressure to grow, but it is often difficult to find new avenues of growth within an existing line of business. Growh is availabe, however, in almost every market if companies look for it in the right way.

To increase your organization's territory in the marketplace, it is essential to understand which customer behaviors make money (and lose money) for your organization. It is also important to segment customer groups in a way that allows you to explain those behaviors and find the actual customers in the marketplace. This will enable you to identify the drivers and barriers to influencing the particular behavior you want to motivate.

Through these efforts and steps, your marketing efforts will be focused on the critical specifics, early in the process. Dr. Hollingshead provides insights on these key principles, and offers specific tools for seeing existing markets in new ways, and uncovering hidden opportunities.

Jim Hollingshead heads the Monitor Group's strategic marketing arm. He led Monitor's offices in London and Istanbul before relocating to San Francisco. Dr. Hollingshead is a graduate of Stanford University, and earned his MA and PhD from the University of California, Berkeley.

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