Profit oriented and decision time market segmentation |
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Authors: | Claude R Martin Roger L Wright PhD |
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Institution: | (1) The University of Michigan, Michigan, USA |
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Abstract: | The authors report a refinement of their Survey Implemented Market Segmentation (SIMS) algorithm that adds decisiontime implementation
by retailers. The analysis incorporates more completely the complexity of practical market segmentation policy alternatives.
Two retailing executives aided in classifying variables that characterize potential market segments in terms of their temporal
implementability. The result is an ability to formulate a segmentation policy applicable to long-range, medium-range, or short-range
planning horizons. |
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Keywords: | |
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