CATEGORIZING POTENTIAL BUYERS

 

THE THREE NONCUSTOMER SEGMENTS

 

(STRATEGY & INNOVATION)

 

WRITTEN BY: OXFORD BUSINESS PUBLISHING

 

 

ABOUT THIS BOOK

This book has been crafted by integrating the insights and expertise of numerous renowned international specialists in the field. Rather than relying on a single or average source, it draws from a rich combination of premium, authoritative perspectives, ensuring that readers gain access to the highest quality knowledge available.

 

 

CONTENT:

The Red Ocean's Bleeding Edge: Why Competition Is Insufficient

The Blue Ocean Promise: Creating Uncontested Market Space

Shifting Focus: The Untapped Power Of Noncustomers

Introducing The Landscape: The Three Tiers Of Noncustomers

Tier One: "Soon-To-Be" Noncustomers – On The Edge Of Your Market

Tier Two: "Refusing" Noncustomers – Consciously Choosing Against You

Tier Three: "Unexplored" Noncustomers – Beyond Conventional Boundaries

The Power Of Commonalities: Desegmenting For Mass Appeal

The Strategy Canvas: Mapping Your Path From Red To Blue (Noncustomer View)

The Four Actions Framework: Sculpting Value For Noncustomers

Six Paths To Reconstruct Market Boundaries: A Noncustomer Journey

The Right Sequence (Utility, Price, Cost, Adoption): Ensuring Noncustomer Conversion

Target Costing And Pricing Innovation: Profiting From New Demand

Overcoming Organizational Hurdles: Mobilizing For The Noncustomer Frontier

Continuous Renewal: Institutionalizing Noncustomer-Driven Growth And Avoiding Red Ocean Traps