How Marketing Managers Use Market Segmentation: An Exploratory Study

Cross, James; Belich, T. J.; Rudelius, William

doi:10.1007/978-3-319-13254-9_107

Cited by 14 publications

(15 citation statements)

References 10 publications

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“…V can assist when profi ling, (and evaluating) and selecting target segments (the fi h and the sixth step). In addition to those criteria, Cross et al (1990) Last stage of the segmentation process relates to implementation (and evaluation) of marketing strategy. Despite the scope of published work about segmentation issues, this part is of comparably lower interest than other segmentation stages.…”

Section: Discussionmentioning

confidence: 99%

Review of segmentation process in consumer markets

Jadczaková¹

2013

Acta Univ. Agric. Silvic. Mendelianae Brun.

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JADCZAKOVÁ VERONIKA: Review of segmentation process in consumer markets. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2013, LXI, No. 4, pp. 1215-1224 Although there has been a considerable debate on market segmentation over fi ve decades, attention was merely devoted to single stages of the segmentation process. In doing so, stages as segmentation base selection or segments profi ling have been heavily covered in the extant literature, whereas stages as implementation of the marketing strategy or market defi nition were of a comparably lower interest. Capitalizing on this shortcoming, this paper strives to close the gap and provide each step of the segmentation process with equal treatment. Hence, the objective of this paper is two-fold. First, a snapshot of the segmentation process in a step-by-step fashion will be provided. Second, each step (where possible) will be evaluated on chosen criteria by means of description, comparison, analysis and synthesis of 32 academic papers and 13 commercial typology systems. Ultimately, the segmentation stages will be discussed with empirical fi ndings prevalent in the segmentation studies and last but not least suggestions calling for further investigation will be presented. This seven-step-framework may assist when segmenting in practice allowing for more confi dential targeting which in turn might prepare grounds for creating of a diff erential advantage.

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Section: Discussionmentioning

confidence: 99%

Review of segmentation process in consumer markets

Jadczaková¹

2013

Acta Univ. Agric. Silvic. Mendelianae Brun.

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“…It is, however, important to note that motivation differs from person to person and can be greatly influenced by the type and nature of a destination (Sung, Chang & Sung 2016;Iversen, Hem & Mehmetoglu 2016). Applying a segmentation technique aimed at identifying market segments provides several advantages, including: (1) effectively determining market niches based on similarities, (2) classifying groups of tourists, (3) establishing theories related to tourist groups and (4) testing whether the tourist groups are present in the market (Cross, Belich & Rudelius 2015;Dibb & Simkin 2016;Kotler et al 2015;Mazanec 2015).…”

Section: Market Segmentationmentioning

confidence: 99%

Segmenting the Latin American travel market to South Africa

Kruger

Snyman

2017

Acta Commercii

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Orientation and motive of research: Tourism growth to South Africa is in decline resulting in an emphasis shift to identify new markets to offset the slowdown in tourism growth. Purpose of research: This study identified viable target markets within the Latin America tourist market using market segmentation based on motivations to travel to South Africa. Results and findings: Four viable segments were identified that should be catered for and, based on the distinct characteristics of each market, marketing strategies are proposed. Practical implications: This study makes a valuable contribution to the current tourism literature by expanding current knowledge of the profile and motives of a, to date, relatively unknown tourist market.

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“…Geomarketing can extend typical marketing mix with the spatial view. It is a discipline that uses geographic data in the process of planning and implementation of marketing decisions, so when combined with consumer spending data sets, it can be used to estimate size of the selected markets [1,2,3,4]. With the use of geographic information systems (GIS), which often allow using many special analysis modules, it is also possible to visualize results on a map instead of large tables, so it is easier to recognize correlations between market potential and characteristics of consumers' behaviour [5,6,7,8].…”

Section: Introductionmentioning

confidence: 99%

A decision-making method based on consumer spending data

Dušek

2020

SHS Web Conf.

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The aim of the paper is to introduce method which allows to calculate the estimation of the total consumer spending for 2019 in different regions of the Czech Republic. Presented method is based on combination of publicly available consumer spending data sets and geomarketing information. It can be applied to estimate consumer spending in total or for example only in one specific consumption expenditure group. Thus obtained findings, that can be visualized on a map with the use of GIS software, can be considered as a basis for more effective SMEs‘ marketing and management decision-making process concerning Czech Republic local consumer goods markets‘ size and characteristics as well as for forecasting future growth rate.

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How Marketing Managers Use Market Segmentation: An Exploratory Study

Cited by 14 publications

References 10 publications

Review of segmentation process in consumer markets

Review of segmentation process in consumer markets

Segmenting the Latin American travel market to South Africa

A decision-making method based on consumer spending data

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