Market Segmentation: A Review

European Journal of Marketing - Tập 21 Số 5 - Trang 20-42 - 1987
T.P. Beane1, Daniel M. Ennis1
1Philip Morris, USA

Tóm tắt

It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. Five main bases are discussed: geographic, demographic, psychographic, behaviouristic and image. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional scaling and canonical analysis.

Từ khóa


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