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- Title
Market Segmentation Research: Beyond Within and Across Group Differences.
- Authors
Allenby, Greg; Fennell, Geraldine; Bemmaor, Albert; Bhargava, Vijay; Christen, Francois; Dawley, Jackie; Dickson, Peter; Edwards, Yancy; Garratt, Mark; Ginter, Jim; Sawyer, Alan; Staelin, Rick; Sha Yang
- Abstract
Market segmentation research is currently focused too narrowly on the task of segment identification as opposed to its strategic relevance within a firm. In this paper we distinguish an ex ante approach to market segmentation research, which begins with studying the motivating conditions that lead people to the tasks and interests in their lives, from an ex post approach which begins with an individual's reaction to marketplace offerings. We argue that the marketing task of guiding managements to 'make what people will want to buy' will be more successful in light of a deep understanding of behavior in the context of everyday life and work, rather than a detailed understanding of preferences in the marketplace. Directions for future research are discussed.
- Subjects
MARKET segmentation; STRATEGIC planning; MARKETING strategy; MARKETING research; CONSUMER behavior; TARGET marketing
- Publication
Marketing Letters, 2002, Vol 13, Issue 3, p233
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1023/A:1020226922683