Market Segmentation: Conceptual and Methodological FoundationsSpringer Science & Business Media, 2000 - 382 páginas Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research. |
Contenido
I | 1 |
II | 3 |
III | 7 |
IV | 17 |
V | 31 |
VI | 37 |
VII | 39 |
VIII | 75 |
XVI | 195 |
XVII | 217 |
XVIII | 231 |
XIX | 239 |
XX | 241 |
XXI | 259 |
XXII | 275 |
XXVI | 293 |
Otras ediciones - Ver todas
Market Segmentation: Conceptual and Methodological Foundations Michel Wedel,Wagner A. Kamakura Vista previa limitada - 2012 |
Market Segmentation: Conceptual and Methodological Foundations Michel Wedel,Wagner A. Kamakura Sin vista previa disponible - 2012 |
Términos y frases comunes
a-priori aggregate algorithm application approach assumed attributes basis behavior binomial Böckenholt brand choice brand preferences chapter classification cluster analysis clustering methods clusterwise regression coefficients conjoint analysis conjoint segmentation consumers criteria criterion defined demographic dependent variable described developed dimensions discussed distribution EM algorithm example exponential family finite mixture function fuzzy geo-demographic GLIMMIX groups homogeneous household identify segments individual-level joint segmentation K-means Kamakura latent class latent class models lifestyle linear logit model market segmentation marketing mix marketing research matrix maximizing measures mixture models mixture regression models multinomial logit number of segments observed obtained optimal part-worths partitioning Poisson post-hoc posterior probabilities predictive prior probabilities problem procedure profiles psychographic purchase random response sample scale segment membership segmentation bases segmentation methods segmentation model segmentation research selection simultaneously statistical structural equation model STUNMIX model subjects Table tailored interviewing two-stage ultrametric unobserved values variance vector Wedel and DeSarbo