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A Few Minutes of Malcolm (#08)

A Quick Way To Segment Your Market Properly

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In this module you will learn not to ask customers stupid questions about what they want. It goes on to explain what proper, needs-based segmentation is and sets out a quick, uncomplicated way of segmenting your market based on the theory of orthogonality--but please don't be concerned, as you do not have to understand this theory


Your Instructor


Professor Malcolm McDonald
Professor Malcolm McDonald
Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.

Malcolm is Chairman of Market2Win Ltd and Malcolm McDonald Consulting Ltd, and works with the operating boards of a number of the world’s leading multi-nationals.


Course Curriculum


  A Few Minutes of Malcolm (#8)
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Frequently Asked Questions


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The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
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