CHICAGO - [March 19, 2003]

On March 4th and 5th, Tim Smith was a guest speaker at the University Of Chicago Graduate School Of Business. In Prof. Puneet Manchanda’s Advanced Marketing Strategy course, Dr. Smith presented three case studies demonstrating the use of quantitative and qualitative market research in formulating market strategy to improve revenue performance.

In the first case study, ADP Dealer Services, the use of market segmentation to target the selling of distinct products and services in business markets demonstrated improved revenue, profits, and customer retention. SPL WorldGroup, the second case study, demonstrated the use of branding and brand shifts in business markets to enable top line revenue growth. The third case study, Adica Consulting, demonstrated the effectiveness of market research for identifying initial target markets for new product launches in business markets.

To provide a framework in examining business markets, the transaction value/volume map paradigm was introduced. Through the transaction value/volume map, decision makers can anticipate the strategy, structure, and scope of the sales and marketing effort required to capture their market.