haku: @indexterm Operations management / yhteensä: 280
viite: 34 / 280
| Tekijä: | Dibb, S. Wensley, R. |
| Otsikko: | Segmentation analysis for industrial markets: problems of integrating customer requirements into operations strategy |
| Lehti: | European Journal of Marketing
2002 : VOL. 36:1-2, p. 231-251 |
| Asiasana: | MARKETING MARKET SEGMENTATION CUSTOMERS OPERATIONS MANAGEMENT STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | The paper states that, if organisations are to benefit from applying segmentation principles, two fundamental questions should be addressed. The first concerns the basic conditions which must be met if implementation is to be effected. That is, it must be possible to map the dimensions developed on to usable customer characteristics. The second concerns the costs and benefits of the segmentation solution in relation to the proportion of variance in customer requirements which it explains. The paper addresses these questions in an industrial marketing context, using a literature review and quantitative analysis of data from the European car parts after-market. |
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