| Author: | Dickson, P. R. Ginter, J. L. |
| Title: | Market segmentation, product differentiation, and marketing strategy. |
| Journal: | Journal of Marketing
1987 : APR, VOL. 51:2, p. 1-10 |
| Index terms: | MARKET SEGMENTATION PRODUCT DIFFERENTIATION STRATEGY |
| Language: | eng |
| Abstract: | The current misunderstanding is attempted to clarify by defining and contrasting market segmentation product differentiation and demand function modification on both theoretical and practical dimensions. Some theories and perspectives of market segmentation are offered in an attempt to lessen the current confusion in terminology. Preference space mapping and practical examples are used to illustrate the important differences and relationships between product differentiation and demand modification, given various states of demand heterogeneity. |
SCIMA