Market segmentation research: Beyond within and across group differences

被引：22

作者：

Allenby, G ^{[1
]}

Fennell, G

Bemmaor, A

Bhargava, V

Christen, F

Dawley, J

Dickson, P

Edwards, Y

Garratt, M

Ginter, J

Sawyer, A

Staelin, R

Yang, S

机构：

[1] Ohio State Univ, Columbus, OH 43210 USA

[2] ESSEC, Cergy Pontoise, France

[3] Wells Fargo Bank, San Francisco, CA USA

[4] Florida Int Univ, Miami, FL 33199 USA

[5] Univ Delaware, Newark, DE 19716 USA

[6] Univ Florida, Gainesville, FL 32611 USA

[7] Duke Univ, Durham, NC 27706 USA

[8] NYU, New York, NY USA

来源：

MARKETING LETTERS | 2002年 / 13卷 / 03期

关键词：

market segmentation; market definition; motivation; occasion for action;

D O I：

10.1023/A:1020226922683

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Market segmentation research is currently focused too narrowly on the task of segment identification as opposed to its strategic relevance within a firm. In this paper we distinguish an ex ante approach to market segmentation research, which begins with studying the motivating conditions that lead people to the tasks and interests in their lives, from an ex post approach which begins with an individual's reaction to marketplace offerings. We argue that the marketing task of guiding managements to 'make what people will want to buy' will be more successful in light of a deep understanding of behavior in the context of everyday life and work, rather than a detailed understanding of preferences in the marketplace. Directions for future research are discussed.

引用

页码：233 / 243

页数：11

共 27 条

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[Anonymous], 1966, CONSUMER DECISION PR

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Arthur W.Brian., 1994, Increasing Returns and Path Dependence in the Economy

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