Abstract
Market segmentation — the disaggregation of markets into clusters of buyers with similar tastes, preferences and purchasing behaviour — is now firmly established in marketing theory and practice (Wind 1978). It is widely regarded as an essential component of the process of marketing strategy formulation, since it is the means of identifying and defining customer targets. In this way, market segmentation assists in structuring and focusing an organisation’s marketing management activities. It is therefore not surprising that it ‘is one of the most talked about and acted upon concepts in marketing’ (Green and Kreiger, 1991). It can be regarded as a compromise between the convenience of mass marketing and the costly and generally impractical approach of marketing offerings suited to the idiosyncrasies of each individual buyer.
Preview
Unable to display preview. Download preview PDF.
References
Anon. (1990), ‘Ad Agency Finds 5 Global Segments’, Marketing News 8 (January), pp. 9–17.
Bleda, J. C. and Kassarjian, H. H. (1969), ‘An Overview of Market Segmentation’, in Morin, B. A. (ed.), Marketing in a Changing World, Chicago: American Marketing Association, pp. 249–253.
Bonoma, T. V. and Shapiro, B. P. (1983), Segmenting the Industrial Market, Lexington, Mass: Lexington Books.
Bonoma, T. V. and Shapiro, B. P. (1984), ‘Evaluating Market Segmentation Approaches’, Industrial Marketing Management 13, pp. 257–268.
Coleman, R. P. (1961), ‘The Significance of Social Stratification in Selling’, Marketing: A Maturing Discipline, ed. M. L. Bell, Chicago: American Marketing Association, pp. 171–184.
Cosmas, S. (1982), ‘Life Styles and Consumption Patterns’, Journal of Consumer Research 8 (March), pp. 453–456.
Craven, D., Hills, G. and Woodruff, R. (1987), Marketing Management, Homewood, Ill.: Richard D. Irwin, pp. 297–300.
Evans, F. B. (1959) ‘Psychological and Objective Factors in the Prediction of Brand Choice’, Journal of Business 32 (October), pp. 340–369.
Frank, R. E., Massey, W. F. and Wind, Y. (1972), Market Segmentation, Englewood Cliffs, NJ: Prentice-Hall.
Green, P. E. and Kreiger, A. M. (1991), ‘Segmenting Markets with Conjoint Analysis’, Journal of Marketing (October), pp. 20–31.
Guen, W. (1960), ‘Preference for New Products, and its Relationship to Different Measures of Conformity’, Journal of Applied Psychology 44, pp. 361–366.
Haley, R. J. (1968), ‘Benefit Segmentation: A Decision Oriented Research Tool’, Journal of Marketing (July), pp. 30–35.
Hooley, G. (1980) ‘The multivariate jungle: the academic’s playground but the manager’s minefield’, European Journal of Marketing 14 (7), pp. 379–386.
Leverick, F. and Littler, D. A. (1994), Communication on the Move: A Study of Consumers’ Attitudes towards and Usage of Mobile Communications mimeo UMIST Manchester School of Management, p. 49.
Piercy, N. F. and Morgan, N. A. (1993), ‘Strategic and Operational Market Segmentation: A Managerial Analysis’, Journal of Strategic Marketing 1, pp. 123–140.
Reynolds, W. H. (1965), ‘More Sense About Market Segmentation’, Harvard Business Review (September/ October), pp. 107–111.
Riche, M. F. (1989), ‘Psychographics for the 1980s’, American Demographics (July), pp. 24–26, 30–31, 53–54;
quoted in Boone, L. E. and Kurtz, D. L. (1992), Contemporary Marketing, seventh edition, Orlando, Fl.: The Dryden Press.
Rogers, E. M. and Schoemaker, F. F. (1971), Communication of Innovations, second edition, London: Collier Macmillan.
Saunders, J. (1987), ‘Marketing and Competitive Success’, in Baker, M. J. (ed.), The Marketing Book, London: Macmillan.
Smith, W. (1956), ‘Product differentiation and market segmentation as alternative marketing strategies’, Journal of Marketing 21 (July), pp. 3–8.
Summers, D. and Smith, A. (1994), ‘A brand new campaign’, Financial Times (20 January), p. 15.
Thomas, M. J. (1980), ‘Market Segmentation’, Quarterly Review of Marketing 16 (1) (Autumn), pp. 25–28.
Tucker, W. T. and Painter, J. J. (1961), ‘Personality and Product Use’, Journal of Applied Psychology 45, pp. 325–329.
Twedt, D. W. (1964), ‘How Important to Marketing Strategy is the Heavy Use?’, Journal of Marketing (January).
Wells, W. D. and Gubar, G. (1966), ‘Life Cycle Concept in Marketing Research’, Journal of Marketing Research 3 (November), pp. 355–363.
Wind, Y. (1978), ‘Issues and advances in segmentation research’, Journal of Marketing Research 15 (August), pp. 317–37.
Wind, Y. and Cardozo, R. N. (1974), ‘Industrial Market Segmentation’, Industrial Marketing Management 3 (March).
Wind, Y. and Douglas, S. (1972), ‘International Market Segmentation’, European Journal of Marketing 5 (1).
Yankelovich, D. (1964), ‘New Criteria for Market Segmentation’, Harvard Business Review, (March–April), pp. 83–90.
Editor information
Copyright information
© 1995 Dale Littler
About this chapter
Cite this chapter
Littler, D. (1995). Market Segmentation. In: Baker, M.J., et al. Marketing Theory and Practice. Palgrave, London. https://doi.org/10.1007/978-1-349-24260-3_6
Download citation
DOI: https://doi.org/10.1007/978-1-349-24260-3_6
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-64182-8
Online ISBN: 978-1-349-24260-3
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)