A Generalized Normative Segmentation Methodology Employing Conjoint Analysis

Conjoint Measurement: Methods and Applications, 4e. Anders Gustafsson, Andreas Herrmann, & Frank Huber (Editors), 4th edition, Springer: New York, 321-346, 2007

25 Pages Posted: 11 Jun 2016

Date Written: 2007

Abstract

Since the pioneering research of Wendell Smith (1956), the concept of market segmentation has been one of the most pervasive activities in both the marketing academic literature and practice. In addition to being one of the major ways of operationalizing the marketing concept, marketing segmentation provides guidelines for a firm’s marketing strategy and resource allocation among markets and products. Facing heterogeneous markets, a firm employing a market segmentation strategy can typically increase expected profitability as suggested by the classic price discrimination model which provides the major theoretical rationale for market segmentation (cf. Frank, Massey and Wind 1972).

Suggested Citation

DeSarbo, Wayne S. and DeSarbo, Christian, A Generalized Normative Segmentation Methodology Employing Conjoint Analysis (2007). Conjoint Measurement: Methods and Applications, 4e. Anders Gustafsson, Andreas Herrmann, & Frank Huber (Editors), 4th edition, Springer: New York, 321-346, 2007, Available at SSRN: https://ssrn.com/abstract=2793468

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Christian DeSarbo

Independent

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