SEGMENTING INDUSTRIAL-MARKETS

被引：17

作者：

GRIFFITH, RL ^{[1
]}

POL, LG ^{[1
]}

机构：

[1] UNIV NEBRASKA,COLL BUSINESS ADM,OMAHA,NE 68182

来源：

INDUSTRIAL MARKETING MANAGEMENT | 1994年 / 23卷 / 01期

关键词：

D O I：

10.1016/0019-8501(94)90025-6

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper investigates the use of demographic data as a basis for segmenting industrial markets. Current literature on industrial market segmentation is explored to ascertain what demography means in an industrial context. A demographic-based segmentation scheme is applied to the market for an industrial product sold to retail store chains in an effort to measure a manufacturer's penetration across market segments. The information generated from this application has provided the impetus for changes in marketing strategy

引用

页码：39 / 46

页数：8

共 18 条

[1]

BATES AD, 1989, J RETAILING, V65, P379

[2]

Bonoma T, 1983, SEGMENTING IND MARKE

[3] CUTTING EDGE RESEARCH IN RETAILING - INTRODUCTION [J].

DARDEN, WR .

JOURNAL OF BUSINESS RESEARCH, 1990, 21 (03) :177-178

[4]

EISENHART T, 1990, BUSINESS MARKETI JUN, P46

[5]

Fine S.H., 1991, J BUSINESS IND MARKE, V6, P49, DOI [10.1108/08858629110035293, DOI 10.1108/08858629110035293]

[6]

HILL RM, 1975, IND MARKETING

[7]

LEVY WK, 1989, J RETAILING, V65, P389

[8]

Maier J., 1990, J PERS SELL SALES M, V10, P39, DOI [10.1080/08853134.1990.10753813, DOI 10.1080/08853134.1990.10753813]

[9] EVALUATING A DECISION SUPPORT FORECASTING SYSTEM [J].

MENTZER, JT ;

GOMES, R .

INDUSTRIAL MARKETING MANAGEMENT, 1989, 18 (04) :313-323

[10] DEVELOPING AND USING A DATA-BASE MARKETING SYSTEM [J].

MEREDITH, L .

INDUSTRIAL MARKETING MANAGEMENT, 1989, 18 (04) :245-257

← 1 2 →