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  • November 1999 (Revised June 2006)
  • Case

DLJdirect: "Putting Our Reputation Online"

By: Thomas R. Eisenmann and Gillian Morris
Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its... View Details
Keywords: Marketing Strategy; Marketing Communications; Competitive Strategy; Decision Choices and Conditions; Investment; Cost Management; Business Plan; Research and Development; Customers; Budgets and Budgeting; Online Advertising; Internet; Financial Services Industry
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  • Article

Determining Segmentation in Sales Response Across Consumer Purchase Behaviors

By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth
Keywords: Segmentation; Sales; Customers; Behavior
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  • February 1997 (Revised April 1998)
  • Case

first direct (A)

By: Jeffrey F. Rayport
Describes the operations and strategy of the world's largest, fastest growing branchless bank. Using a person-to-person interface over conventional phone lines, First Direct provides standard banking and related financial products to nearly 700,000 customers throughout... View Details
Keywords: Service Delivery; Customer Satisfaction; Banks and Banking; Innovation and Invention; Banking Industry; United Kingdom
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  • Article

A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

By: Randolph E. Bucklin, Sunil Gupta and Sangman Han
Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior
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  • July 1994 (Revised January 1997)
  • Case

Steamboat Ski & Resort Corporation

By: Jeffrey F. Rayport
The largest ski resort in Colorado must determine how to select customer segments to focus its promotional and service-delivery efforts. Making segmentation work depends on reordering its pricing policy and "service packages." View Details
Keywords: Marketing Strategy; Service Delivery; Entertainment and Recreation Industry; Colorado
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  • May 1994
  • Background Note

Segmenting Customers in Mature Industrial Markets: An Application

By: V. Kasturi Rangan
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details
Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry
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  • October 1992
  • Article

Segmenting Industrial Customers by Buyer Behavior

By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz
Keywords: Consumer Behavior; Customers
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  • Research Summary

Competitive Strategy

By: Michael E. Porter

Porter is engaged in a major new body of work on the theoretical foundations of competitive positioning and the underpinnings of sustainable competitive advantage. This research highlights the distinction between positioning and operational effectiveness; the... View Details

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