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Accessing Vertical Markets

Exploit the benefits of market segmentation.

GK# 2262

Course Overview

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How can serving fewer customers be more profitable? In this course, you'll explore the benefits of narrowing your focus on markets in which the product is specific to an industry, trade, or other specialized customer. You'll learn about the specialization effect, how to evaluate vertical markets, and review several examples of vertical markets and their particular characteristics. 

Virtual short courses do not include materials or headsets.

What You'll Learn

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  • The difference between horizontal and vertical markets
  • The five steps in the marketing segmentation process
  • The benefits of focusing on a segment of the market
  • Opportunities, trends, and success indicators in the higher education, financial services, government, healthcare, manufacturing, professional services, real estate, and retail segments of the market

Outline

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Viewing outline for:

Virtual Classroom Live Outline

1. Marketing Segmentation

  • Customer Focus and Market Segmentation
  • Marketing Segmentation Process
  • Benefits of Market Segmentation
  • Focus on Business Needs

2. Horizontal and Vertical Markets

  • Marketing Strategies
  • Horizontal Markets
  • Horizontal Solutions
  • Examples of Horizontal Markets
  • Vertical Markets
  • Vertical Solutions
  • Why Focus on Vertical Markets?
  • The Specialization Effect
  • Evaluating Vertical Markets
  • Examples of Vertical Markets

3. Higher Education

  • Opportunities, Trends, and Success Indicators in Higher Education

4. Financial Services

  • Industry Structure
  • Opportunities in Financial Services
  • Trends and Success Indicators in Retail Banking
  • Trends and Success Indicators in Financial Markets
  • Trends and Success Indicators in Insurance

5. Government

  • Opportunities, Trends, and Success Indicators in Government

6. Healthcare

  • Opportunities and Trends in Healthcare
  • Healthcare Industry Needs
  • Success Indicators in Healthcare

7. Manufacturing

  • Industry Structure
  • Opportunities, Trends, and Success Indicators in Manufacturing

8. Professional Services

  • Industry Structure
  • Opportunities in Professional Services
  • Professional Services Needs
  • Success Indicators in Professional Services

9. Real Estate

  • Industry Structure
  • Opportunities and Trends in Real Estate
  • Real Estate Industry Needs
  • Success Indicators in Real Estate

10. Retail

  • Industry Structure
  • Opportunities and Trends in Retail
  • Retail Industry Needs
  • Success Indicators in Retail

Who Should Attend

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  • All professionals
Course Delivery

This course is available in the following formats:

Virtual Classroom Live

Experience expert-led online training from the convenience of your home, office or anywhere with an internet connection.

Duration: 1 day

Request this course in a different delivery format.
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