Benefit segmentation for industrial products

Operationalizing the segmentation concept for industrial products and making the segmentation research strategically relevant constitute a formidable challenge for marketing researchers and practitioners alike. This paper attempts to identify why many existing approaches to this question frequently...

Full description

Saved in:
Bibliographic Details
Published inIndustrial marketing management Vol. 15; no. 4; pp. 273 - 286
Main Authors De Kluyver, Cornelis A., Whitlark, David B.
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.11.1986
Elsevier North-Holland
Elsevier Sequoia S.A
Subjects
Applications
Industrial markets
Market segmentation
Methods
Products
Statistical analysis
Target markets
Online AccessGet full text

Cover

More Information
Summary:Operationalizing the segmentation concept for industrial products and making the segmentation research strategically relevant constitute a formidable challenge for marketing researchers and practitioners alike. This paper attempts to identify why many existing approaches to this question frequently lack operational meaning and strategic relevance. Next, a simple but practical benefit segmentation scheme is described which assists marketing managers in strategy formulation. The model is illustrated with a detailed case study of the air compressor market.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(86)90019-2