search query: @author Roberts, K. J. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Roberts, K. J. |
| Title: | How to define your market segment. |
| Journal: | Long Range Planning
1986 : AUG, VOL. 19:4, p. 53-58 |
| Index terms: | MARKET SEGMENTATION MARKET RESEARCH PLANNING DECISION ANALYSIS |
| Language: | eng |
| Abstract: | Segmentation as a component of planning has often foundered on problems of: organizational politics in segment definition; unsuitable measures of performance; too much effort for little practical effect. Nevertheless, segmentation remains a key element in business strategy. Six practical concepts have emerged from consulting experience that overcome many of the problems: (1) decision-based segmentation,(2) effective share of a segment,(3) customer-perceived relative quality,(4) par expenses at segment level, budget control at operating group level (5) recovery of par expenses, bargaining effectiveness,(6) minimum data gathering. |
« previous | next »
SCIMA