haku: @indexterm Product differentiation / yhteensä: 236
viite: 37 / 236
| Tekijä: | Baines, P. R. |
| Otsikko: | Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective |
| Lehti: | Journal of Marketing Management
2003 : FEB, VOL. 19:1-2, p. 225-250 |
| Asiasana: | POLITICS MARKETING PRODUCT DIFFERENTIATION MARKET SEGMENTATION |
| Kieli: | eng |
| Tiivistelmä: | The perceived importance of five technical service qualities or features, and voters' ratings of the Labour and Conservative Parties' competence on each of these parameters, were investigated during the 2001 British General Election using an a priori segmentation method and the classification tree statistical technique for data analysis. Voter ratings of the technical service features were found to be indicators of intention to vote. A product differentiation approach is most likely to influence voting intention, because the technical service features are more readily manipulated through marketing programmes than demographic and customer characteristics. Ratings of technical service features are stronger indicators of voting intention than voter demographics and characteristics. |
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