Aspectos Metodológicos da Segmentação de Mercado: Base de Segmentação e Métodos de Classificação
AbstractThis work provides a broad review of the past literature on market segmentation, focusing on a discussion of proposed bases and classification methods. Multiple segmentation bases are detached, organized according to two axes - observable/ unobservable, general/ specific of the product and evaluated according to some criteria that must be satisfied for an effective segmentation: identifiability, substantiality, accessibility, stability, actionability and responsiveness Classification methods grouped in three classes - nonoverlapping, overlapping and fuzzy, according to the format of the partition matrix they provide.
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Bibliographic InfoPaper provided by Universidade do Porto, Faculdade de Economia do Porto in its series FEP Working Papers with number 261.
Length: 29 pages
Date of creation: Jan 2008
Date of revision:
market segmentation; effective segmentation; segmentation bases; classification analysis;
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This paper has been announced in the following NEP Reports:
- NEP-ALL-2008-01-26 (All new papers)
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