International Segmentation Using Biplots: A Diffusion Approach

ABSTRACT

Studies on segmentation based on the diffusion of innovations have primarily focused on new products in developed countries, whereas research in emerging economies focusing on products at a maturity or declining stage has been relatively scarce. In this study, the authors address this problem by analyzing the diffusion trends of 31 durable goods across 70 developed, emerging, or less-developed countries over three decades. They propose a dynamic time-dependent segmentation approach that segments countries based directly on the time-varying diffusion patterns of durable goods. The authors find that biplots provide a rich summary of international diffusion patterns that prevent managers over/under predicting penetration.     

Bridging Industrial Segmentation Theory and Practice

Purpose: Segmentation is seen today as a core concept within mainstream marketing. While industrial segmentation has received considerable attention within academic literature, there have been many reports on companies having problems using, applying, and implementing the principles of segmentation. Authors criticize the literature on segmentation for giving too little attention to implementation, providing marketers little help and guidance on how to make segmentation work in a practical environment. This article addresses some of these problems.

Methodology/Approach: The objective of this article is to design a process with methods and activities for segmentation by building on action research case study data from a large Danish industrial company.

Findings: Along with important considerations, this article presents the process of segmentation using a build-up approach based on qualitative market data. The process is practical and easily approachable for companies. The purpose behind segmentation is strategic—identify target segments and facilitate the planning of future product offers. It is argued that segmentation should be dedicated to the purpose and context of the company. This case illustrates how the company adapted segmentation theory to their particular needs.     

Evaluating the Appropriateness of Market Segmentation Solutions Using Artificial Neural Networks and the Membership Clustering Criterion

The appropriateness of a given segmentation solution is a key consideration in all marketing segmentation studies. By appropriate, it is meant that not only has the optimal segmentation solution been identified, but also that the proper number of segments to market to has been correctly specified. This research focuses on the second, and more fundamental, issue of determining the appropriate number of segments in a marketplace. If the appropriate number of segments is over-specified, marketers may over-segment the market and treat audience segments separately that could effectively be treated inclusively. Conversely, if the appropriate number of segments is under-specified, marketers may under-segment the market and fail to identify distinct, viable segments that should be marketed to separately.The issue of market under- and over-segmentation may be addressed with the membership clustering criterion (MCC), an analytical technique based on fuzzy sets derived from artificial neural networks (mathematical models of animal nervous systems). Using artificial and real world data sets, we empirically test the MCC, compare it to existing methods for determining the number of segments in a market, and demonstrate its advantages in evaluating the appropriateness of marketing to different numbers of market segments.     

多分类器融合的快速高维特征聚类图像分割

提出一种多分类器融合的快速高维特征聚类图像分割方法,将图像高维 特征数据的分类分解为基于灰度(颜色)特征的最佳模糊分类以及基于空域约束的统计分类等 多个低维特征数据的分类。通过多分类器融合的方法将不同分类器得到的分类结果进行优化 整合,得到最后的分类结果。实验证明：与其它图像分类算法相比,该方法拥有更好的分 割性能并大大提高了计算速度,最大限度地保证了分割算法计算的简单有效性。     

A Cluster Analytic Approach for Consumer Segmentation Using the Vegetarian/Meatarian Distinction

Abstract

In this study, we use cluster analysis to create a consumer segmentation scheme based on individuals' vegetarian/meatarian orientation, along with key attitudinal, personality, and demographic characteristics. Such characteristics include concern for animals, concern with health, concern for the environment, attitude toward corporate ethical practices, need for cognition, social conformity, age, gender, and level of education. In segmenting consumers along these dimensions, this research study not only expands our knowledge about consumers, but also provides useful insight for marketers of food products and services.     

Segmentation of both reviewers and businesses on social media

Employing online consumer reviews, this research develops a market segmentation procedure that is feasible to businesses present on social media. Because online reviews typically encompass large numbers of both reviewers and businesses, this data structure allows for both reviewer segmentation and business segmentation. This two-side segmentation approach segments not only reviewers in the preferences expressed in their reviews, but also businesses in their business practices specified in the reviews. Whereas common existing segmentation approaches predominantly use survey and transaction data, the proposed procedure uses publicly available and detailed consumption information in such reviews. A large number of product features elicited from such reviews lead to rich and detailed profiling of both reviewer segments and business segments. Using restaurant reviews on Yelp, this research demonstrates how the proposed procedure can help businesses develop segmentation strategies on social media.     

Business responses to climate change: strategies for reducing greenhouse gas emissions in Vietnam

This study identifies the climate change strategies adopted by firms in developing countries to reduce their greenhouse gas (GHG) emissions. First, a framework is developed to classify and assess the GHG emission strategies of companies; second, it is then improved by using data on their implementation collected from 185 companies operating in 10 energy-intensive industries in Vietnam. We find that multinational subsidiaries engage in various climate change activities and have a higher level of implementation than those of domestic firms. Further, the most active and proactive companies are large in size and from Europe, the United States and Japan.     

Using Information as a Basis for Segmentation and Relationship Marketing: A Longitudinal Case Study of a Leading Financial Services Firm

An important concern for service businesses is how to develop an appropriate segmentation and relationship marketing strategy that is tied to the value contribution of the customer base. This article presents a case study of the relationship marketing strategy for a division of a leading, worldwide financial services provider. The case firm segments customers into three tiers, using a framework similar to the one established by Berry and Parasuraman. Potential revenue from the customer is the primary segmentation variable used to assign customers to one of the three tiers, while the customer service response is tailored for each tier based upon customer information capabilities and needs. Although information is normally thought of as a supplemental service, rather than a core service, this case study shows how information is central to providing effective customer service and is a key to relationship marketing. The study also demonstrates how social and structural bonds can be used to refocus a customer's thinking from a cost perspective to a value perspective.     

Cultural Values Driven Segmentation in Social Marketing

ABSTRACT

This article examines the role of cultural values in segmentation in social marketing, with a special focus on minority and immigrant groups. It offers a framework for values driven segmentation in social marketing. Since social marketing seeks to create behavior change, it needs to refocus on modalities that can bring about the desired behavioral change. Cultural values that distinguish and define cultural groups are perhaps the most critical, especially in multicultural environments. The values of various subcultures, their ethnic identities and cultural heritage have become important driving forces for social marketers in their quest to bring about behavioral change. Though the article focuses on social marketing to minority and immigrant subcultures, the values driven segmentation model can be validly applied to other cultural groups as well.     

Omnichannel Shopper Segmentation in the Fashion Industry

The purpose of this paper is twofold: first, to identify groups of omnishoppers based on their main motivations (usefulness, enjoyment, and social influence); and, second, to characterize the omnishopper clusters. To this end, we surveyed a sample of 628 customers of an omnichannel clothing store and analyzed the data using cluster analysis. The results reveal three different segments: reluctant omnishoppers, omnichannel enthusiasts, and indifferent omnishoppers; and significant differences in gender, age, income level, and omnichannel behavior among these segments. In contrast, we found no differences in the use of channels and devices. These results have theoretical and managerial implications.     

Segmentation in direct marketing channels: a transaction-patterns based method

This paper presents a method designed to segment a customer file for direct marketing using behavioral data. The results of this method are tested against the traditional Recency-Frequency-Monetary Amount segmentation model, as well as other parameters of consumer behavior. Strategic applications and future research orientations are suggested.     

广州经济型酒店现状及市场细分研究

本文首先分析了广州经济型酒店的现状及其特征,在此基础上结合市场细分的相关理论,对广州经济型酒店市场进行市场细分,并从市场细分、差异化经营以及网络营销三个方面对广州品牌经济型酒店的发展提出相关建议。     

Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective

The perceived importance of five technical service qualities (Gronroos 1984) or features (i.e. national and local policies, leaders, values and candidates), and voters’ ratings of the Labour and Conservative Parties’ competence on each of these parameters, were investigated during the 2001 British General Election using an a priori segmentation method and the classification tree statistical technique for data analysis. Voter ratings of the technical service features were found to be indicators of intention to vote. A product differentiation approach is most likely to influence voting intention, because the technical service features are more readily manipulated through marketing programmes than demographic and customer characteristics (Bucklin and Gupta 1992). Ratings of technical service features are stronger indicators of voting intention than voter demographics and characteristics. A product differentiation approach, based around technical service features, would be the most effective focus for strategy development in future political marketing campaigns.     

贸易便利化、国际生产分割与出口价值构成

贸易便利化降低生产分割与贸易成本,促进国家之间的生产分工与贸易,同时改变了出口的价值构成。文章分析了贸易便利化影响国际生产分割和出口价值构成的理论机制,并在双边产业层面实证检验了贸易便利化对出口价值构成的影响,主要结论有:贸易便利化对出口本国附加值率的基本影响为负;当贸易便利化水平提高到一定程度,过度外包的生产环节回流,即贸易便利化对出口附加值率的影响存在"U"型效应;贸易便利化对出口附加值率的影响在不同国家、不同产业贸易中存在明显的异质性;贸易便利化可以通过影响国际生产分割的参与度和参与位置影响出口价值构成。     

The Combination Strategy to Optimal Target Selection and Offer Segmentation in Direct Mail

The optimization of direct mail activities generally focuses separately on the issues of target selection and the selection of the strongest offer. In this paper we propose a combination strategy of the two practices through a response model which makes target selection specific to an offer. This combination strategy promises significantly higher profits than does the typical two-stage strategy.     

Profiling Peruvian Consumers' Lifestyles,Market Segmentation,and Ethnocentrism

ABSTRACT

Exploring consumer lifestyles and ethnocentrism is one way of investigating buyer behavior and market segmentation. This article studies consumer market segments existing among Peruvian consumers by using lifestyle patterns and ethnocentrism. Data for the study was collected through self-survey in two major cities located in Peru, South America. The results point out that there are nine style dimensions among Peruvian consumers that influence their ethnocentric tendencies. These findings have implications for marketers who currently operate in or are planning to enter the Peruvian market in the near future.

RESUMEN. Los estilos de vida de los consumidores y el etnocentrismo pueden explorarse a través de la investigación del comportamiento de los compradores y la segmentación del mercado. Este estudio analiza los segmentos existentes en los diferentes segmentos de mercado peruanos, utilizando patrones sobre su estilo de vida y etnocentrismo. Los datos utilizados en este estudio se colectaron a través de una encuesta realizada en dos importantes ciudades situadas en Perú, América del Sur. Los resultados señalan que existen nueve dimensiones sobre el estilo de vida entre los consumidores peruanos, que ejercen influencia sobre sus tendencias etnocéntricas. Estos hallazgos tienen sus propias implicancias para los operadores de mercado que operan actualmente en o tienen la intención de entrar en el mercado peruano en un futuro cercano.

RESUMO. Explorar os estilos de vida e o etnocentrismo dos consumidores constitui uma forma de investigar o comportamento dos compradores e a segmentação do mercado. Este estudo aborda os segmentos de mercado existentes entre os consumidores peruanos, usando padrões de estilo de vida e o etnocentrismo. Os dados do estudo foram coletados através de uma autopesquisa em duas grandes cidades localizadas no Peru. Os resultados indicam que nove dimensões de estilo entre os consumidores peruanos exercem influência sobre suas tendências etnocêntricas. Essas constatações têm implicações para comerciantes que atualmente operam no mercado peruano ou que planejam ingressar nele no futuro próximo.     

Game on: Engaging customers and employees through gamification

Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as customers and employees. Gamification—defined as the application of game design principles to change behavior in non-gaming contexts—is a tool that, if crafted and implemented properly, can increase engagement. In this article we discuss how gamification can aid customer and employee engagement, and delineate between four different types of customers and employees who act as ‘players’ in gamified experiences. We include illustrative examples of gamification and conclude by presenting five lessons for managers who wish to utilize gamification.     

Cross-National Sensory Segments in the Organic Market Based on Stated Preferences for the Five Basic Tastes

Taste is one of the most important motivations for purchasing food. Studies regarding sensory preferences for specific product categories prove that consumers differ in their liking of sensory attributes. However, little is known about general consumers’ taste preferences that are not related to a certain product. Therefore, this study analyzes if patterns of general taste preferences exist, and how they can be characterized. To this end, 1,796 organic consumers from six different European countries, interviewed as part of an EU-funded research project between October 2010 and February 2011, were segmented based on their stated preferences for the five basic tastes: sweet, salty, sour, bitter, and umami. Seven consumer segments were identified. They differed in their size as well as in their distributions of gender, age, and organic consumption frequency. All seven taste patterns can be found in each of the six study countries. As an approach toward stronger marketing-oriented sensory research, this study shows that a consumer segmentation based on general taste preferences as a fundament for sensory marketing is meaningful and promising.     

Market Segmentation Research: Beyond Within and Across Group Differences

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.     

Animal foods and climate change: shadowing eating practices

Animal farming exceeds all forms of transport in terms of global greenhouse gas (GHG) emissions. Despite the implications of the seriousness of addressing animal farming in relation to mitigating the effects of GHG emissions, to date, the relationship between consumer behaviour and climate change has tended to neglect the role of animal foods. This paper reports on a pilot study in which six UK households were ‘shadowed’ to facilitate the investigation of the relationship between animal food practices and environmental practices, as they emerge in day‐to‐day life. Results indicate that most participants make no connection between the two issues at present, in terms of awareness or practice. However, animal foods do have an ambiguous and complex status in most participants' food practices; for instance, being viewed as problematic for reasons of health or animal welfare. This finding suggests that further research is needed into the potential for raising awareness of the link between animal‐based foods and climate change. This might have a role to play in shifting food practices towards more plant‐based, less GHG intensive, foods.