Podejścia do oceny atrakcyjności segmentów rynku jako etapu kończącego proces segmentacji rynku

• Autorzy: Marta Dziechciarz

Warianty tytułu

Determining the Attractiveness of Market Segments as the Ending Step of Segmentation Process.

• Języki publikacji: PL

Abstrakty

Podjęto próbę oceny atrakcyjności segmentów rynku, ze szczególnym uwzględnieniem łącznej oceny względnie jednorodnych grup respondentów. W badaniu wykorzystano procesowe podejście do oceny atrakcyjności segmentów na przykładzie modelu Sarabia. Zaproponowana procedura oceny atrakcyjności segmentów została zilustrowana przykładem z rynku dóbr trwałego użytkowania. (fragment tekstu)

EN

The paper deals with the problem of market segments evaluation and selection as the last step in the segmentation process. Little attention has been paid to the problem of segments evaluation and selection, both by researchers and managers. Nevertheless, it is of great importance in the process of designing and the marketing strategy for a product. The article reviews theoretical achievements on this topic. A discussion of this step in the segmentation process includes objective, thorough assessment of segment's attractiveness. An introduction to the issue of segment attractiveness measurement, an overview of the appropriate steps, and the discussion about portfolio analysis are undertaken. Moreover, there are undertaken: factors to consider in segment attractiveness assessment, the problem how to indicate the relative importance of each factor and how to define the parameters for each factor so that segment potential can be measured, and how to evaluate the attractiveness of segments and transfer the results on to the portfolio matrix. The empirical study of consumer durables market segmentation is focused on the assessment of segment attractiveness according to Sarabia's evaluation and selection model. In the case under consideration, the CHAID algorithm is used for clustering. (original abstract)

Słowa kluczowe

PL

Segmentacja rynku; Kryteria segmentacji rynku; Studium przypadku

EN

Market segmentation; Criteria for market segmentation; Case study

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2009
• Numer: nr 51 Projektowanie, ocena i wykorzystanie danych rynkowych
• Strony: 14--27

Twórcy

autor

Marta Dziechciarz

• Uniwersytet Ekonomiczny we Wrocławiu

Bibliografia

• Assael H., Roscoe A., Approaches to market segmentation analysis, "Journal of Marketing" 1976, vol. 40, no. 4, s. 67-76.
• Beik L., Buzby S., Profitability analysis by market segment, "Journal of Marketing" 1973, vol. 37 (July), s. 48-53.
• Bettman J., The structure of consumer choice processes, "Journal of Marketing Research" 1971, vol. 8, s. 465-471.
• Bonoma T., Shapiro B., Industrial market segmentation: a nested approach, "Marketing Science Institute", no. 83-100, Cambridge, US 1983.
• Brandt S., Dissecting the segmentation syndrome, "Journal of Marketing" 1966, vol. 30, no. 4, s. 22-27.
• CalentoneR., Sawyer A., The stability of benefit segments, "Journal of Marketing Research" 1978, vol. 15, no. 3, s. 395-404.
• Choffray J., Lilien G., A new approach to industrial market segmentation, "Sloan Management Review" 1978, vol. 3 (Spring), s. 17-30.
• Doyle R, Saunders J., Market segmentation and positioning in specialized industrial markets, "Journal of Marketing" 1985, vol. 49, (Spring), s. 24-32.
• Eckrich D., Benefits or problems as market segmentation bases. A comment, "Journal of Advertising" 1984, no. 2, s. 57-59.
• Garda R., A strategic approach to market segmentation, "The McKinsey Quarterly" 1981, (Fall), s. 16-29.
• Green R, Carmone F., Segment congruence analysis: a method for analyzing association among alternative bases for market segmentation, "Journal of Consumer Research" 1977, vol. 3 (March), s. 217-222.
• Grover R., Srinivasan V., A simultaneous approach to market segmentation and market structuring, "Journal of Marketing Research" 1987, vol. 24 (May), s. 139-153.
• Kale S., Sudharshan D., A strategic approach to international segmentation, "International Marketing Review" 1987, vol. 5 (Summer), s. 60-70.
• Kotier P., Marketing. Analiza, planowanie, wdrażanie i kontrola, Gebethner i Ska, Warszawa 1994.
• Kotier P., Keller K., Marketing management, Prentice Hall, Upper Saddle River 2006.
• Lehmann D., Moore W, Elrod T, The development of distinct choice process segments over time, "Journal of Marketing" 1982, vol. 46, (Spring), s. 48-59.
• MacLachlan D., Johansson J., Market segmentation with multivariate aid, "Journal of Marketing" 1981, vol. 45 (Winter), s. 74-84.
• McCann J., Market segment response to the marketing decision variables, "Journal of Marketing Research" 1974, vol. 11 (November), s. 399-412.
• McDonald M., Dunbar 1., Market segmentation. How to do it, how to profit from it, Elsevier, New York 2004.
• Porter E., Strategia konkurencji. Metody analizy sektorów i konkurentów, PWE, Warszawa 1992.
• Sarabia F.J., Model for market segments evaluation and selection, "European Journal of Marketing" 1996, no. 4, s. 58-74.
• Van Auken S., Lonial S., Assessing mutual association between alternative market segmentation bases, "Journal of Advertising" 1984, no. 1, s. 11-16.
• Wind Y., Cardozo R., Industrial market segmentation, "Industrial Marketing Management" 1974, vol. 3, no. 3, s. 153-166.