Using Market Segmentation for Better Customer …

Using Market Segmentation for Better Customer Service and More Effective Strategic Planning A White Paper for Public and Academic Libraries CIVICT echnologies November 2009. Table of Contents Purpose Introduction Market Segmentation Basics Differentiation through a Customer -Centric Approach Building Blocks of Tapestry Segmentation Tapestry Library Applications Conclusion References List of Figures Figure 1: Business Applications of Market Segmentation Figure 2: Importance of Customer Segmentation for Marketing Activities Figure 3: Example of Customers Who Look Alike but Behave Differently Figure 4: Segmentation Building Blocks Figure 5: Sample Tapestry Segment Descriptions Figure 6: Chart of All 65 Tapestry Segments Figure 7: Changing Consumer Patterns Figure 8: DS Waters Segment Map of Southern California Figure 9: Start-Up Yoga Studio: Comparison of Competitor Segments Figure 10: Segments in Topeka and Shawnee County Figure 11: Usage of Print and Non-Print Materials by Segment Figure 12: Library's CommunityConnect Website Appendix: Case Studies Case Study 1.

Using Market Segmentation for Better Customer Service and More Effective Strategic Planning A White Paper for Public and Academic Libraries CIVICTechnologies

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