Market segmentation in German business practice: relevance, procedures and challenges
The market segmentation concept, which aims at meeting the specific needs of different customer groups, has been part and parcel of marketing science for many years. Primarily the technical literature focuses on the different ways of creating segments. Up till now, the way in which companies operate a market segmentation process in reality, has only been surveyed sporadically. For this reason, a qualitative field study was conducted from November 2006 to January 2007, comprising companies from the consumer as well as the industrial goods industries, from B2C services, from B2B markets and the retail industry. This paper highlights the general procedures, as well as the challenges arising in the context of developing and implementing market segmentation concepts. On the one hand, it becomes apparent that segmentation activities may differ considerably, depending on issues like sector, industry and company size. On the other hand, the field study also identifies some remarkable trans-sectoral similarities concerning segmentation issues.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 7 (2011)
Issue (Month): 4 ()
|Contact details of provider:|| Web page: http://www.inderscience.com/browse/index.php?journalID=173|
When requesting a correction, please mention this item's handle: RePEc:ids:wremsd:v:7:y:2011:i:4:p:361-379. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Graham Langley)
If references are entirely missing, you can add them using this form.