Marketing Matters provides a methodology for industrial and B2B marketers to maximize the value of marketing. The Carey Price Sensitivity Curve, which allows marketers to measure price sensitivity, makes it possible to conduct a market analysis and simulate different outcomes. This curve shows the importance of price relative to everything else in any properly defined product or service market segment. In addition to explaining how the curve works, this marketing guide will help you: ¿ segment product lines to maximize profits; ¿ navigate geographic differences when selling products and services; ¿ base market segmentation on why it is necessary in the first place; ¿ make the best use of market research. The guide is filled with charts, tables, graphs, and examples to make segmenting easy. You will get a full understanding of how to use segments as well as insights on what drives price sensitivity. By applying the guide's analysis, you'll be equipped to improve market performance, estimate how much changes will cost, and determine whether an action is worth taking based on anticipated changes to profitability and market share.