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A Generalized Normative Segmentation Methodology Employing Conjoint Analysis

  • Chapter
Conjoint Measurement

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).

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Authors
  1. Wayne S. DeSarbo
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  2. Christian F. DeSarbo
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Editor information

Editors and Affiliations

  1. Center for Service Research, University of Karlstad, 65223, Karlstad, Sweden

    Anders Gustafsson (Associate Professor of the Service Research Center) (Associate Professor of the Service Research Center)

  2. MCM Institute for Media and Communications Management, University of St. Gallen, Blumenbergplatz 9, 9000, St. Gallen, Switzerland

    Andreas Herrmann (Professor, Director of the Center for Market-Oriented Product and Production Management) (Professor, Director of the Center for Market-Oriented Product and Production Management)

  3. University of Mainz, Germany

    Andreas Herrmann (Professor, Director of the Center for Market-Oriented Product and Production Management) (Professor, Director of the Center for Market-Oriented Product and Production Management)

  4. Lehrstuhl für Betriebswirtschaftslehre und Marketing, University of Mainz, Welderweg 9, 55099, Mainz, Germany

    Frank Huber (Professor of Marketing) (Professor of Marketing)

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© 2003 Springer-Verlag Berlin Heidelberg

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DeSarbo, W.S., DeSarbo, C.F. (2003). A Generalized Normative Segmentation Methodology Employing Conjoint Analysis. In: Gustafsson, A., Herrmann, A., Huber, F. (eds) Conjoint Measurement. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24713-5_18

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  • DOI: https://doi.org/10.1007/978-3-540-24713-5_18

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-662-11370-7

  • Online ISBN: 978-3-540-24713-5

  • eBook Packages: Springer Book Archive

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