haku: @indexterm SEGMENTATION / yhteensä: 227
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| Tekijä: | Rössl, D. |
| Otsikko: | Demarketing bei verrichtungssemultanen Diensten. |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1991 : MAY, VOL. 43:5, p. 435-449 |
| Asiasana: | MARKETING SEGMENTATION |
| Kieli: | ger |
| Tiivistelmä: | Marketing has to secure that those segments that are considered undesirable in terms of their impact on the perceptions of the target groups are excluded. The importance of this suggested strategy depends on the extent of the interaction between the customers. For example if the value of services is based on special characteristics and behaviour of the other customers, an effective demarketing strategy is crucial. The paper suggests that marketing for services has to design the buying situation by means of a demarketing mix so that finally the members of the target groups are still attracted whereas others cannot cope with this situation because of its complexity. |
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