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A Generalized Normative Segmentation Methodology Employing Conjoint Analysis

In: Conjoint Measurement

Author

Listed:
  • Wayne S. DeSarbo

    (Pennsylvania State University)

  • Christian F. DeSarbo

    (Analytika Marketing Sciences, Inc.)

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

  • Wayne S. DeSarbo & Christian F. DeSarbo, 2007. "A Generalized Normative Segmentation Methodology Employing Conjoint Analysis," Springer Books, in: Anders Gustafsson & Andreas Herrmann & Frank Huber (ed.), Conjoint Measurement, edition 0, chapter 16, pages 321-345, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-71404-0_16
    DOI: 10.1007/978-3-540-71404-0_16
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    Citations

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    Cited by:

    1. James Agarwal & Wayne DeSarbo & Naresh K. Malhotra & Vithala Rao, 2015. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 19-40, March.
    2. Moser, Nataliya, 2009. "Untersuchung Der Präferenzen Russischer Fachbesucher Für Ausgewählte Messeleistungen," IAMO Discussion Papers 91768, Institute of Agricultural Development in Transition Economies (IAMO).
    3. Ying Liu & Sudha Ram & Robert F. Lusch & Michael Brusco, 2010. "Multicriterion Market Segmentation: A New Model, Implementation, and Evaluation," Marketing Science, INFORMS, vol. 29(5), pages 880-894, 09-10.
    4. repec:zbw:iamodp:91768 is not listed on IDEAS
    5. Möser, Nataliya, 2009. "Untersuchung der Präferenzen russischer Fachbesucher für ausgewählte Messeleistungen [Analysis of preferences of Russian trade visitors for selected exhibit attributes]," IAMO Discussion Papers 124, Leibniz Institute of Agricultural Development in Transition Economies (IAMO).

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