7. Segmenting Your Market so You Can Successfully Position Your New Product

  1. Abbie Griffin Presidential Chair member2 and
  2. Stephen Somermeyer chemical engineering, MBA Principal Head Board member3
  1. Brian D. Ottum MBA, PhD, BS in chemical engineering president

Published Online: 16 APR 2008

DOI: 10.1002/9780470209943.ch7

The PDMA ToolBook 3 for New Product Development

The PDMA ToolBook 3 for New Product Development

How to Cite

Ottum, B. D. (2007) Segmenting Your Market so You Can Successfully Position Your New Product, in The PDMA ToolBook 3 for New Product Development (eds A. Griffin and S. Somermeyer), John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9780470209943.ch7

Editor Information

  1. 2

    University of Utah, USA

  2. 3

    Somermeyer & Associates, USA

Author Information

  1. Ottum Research & Consulting, USA

Publication History

  1. Published Online: 16 APR 2008
  2. Published Print: 3 OCT 2007

ISBN Information

Print ISBN: 9780470089231

Online ISBN: 9780470209943

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Keywords:

  • STUPSegmentation, Targeting, Understanding, Positioning;
  • market segmentation;
  • automatic interaction detection (AID);
  • TOWS situational analysis;
  • deliberate targeting and STUP

Summary

This chapter contains sections titled:

  • Automotive Example

  • Segmentation

  • Targeting

  • Understanding

  • Positioning

  • When to Stup?

  • Conclusion

  • References