Titlebook: Market Segmentation Analysis; Understanding It, Do Sara Dolnicar,Bettina Grün,Friedrich Leisch Book‘‘‘‘‘‘‘‘ 2018 The Authors 2018 Market Se

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Market Segmentation Analysismentation analysis. This chapter also introduces natural, reproducible and constructive segmentation, reflecting that market segments may naturally exist, but typically do not and, therefore, have to be artificially created.

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Step 2: Specifying the Ideal Target Segmentompetitive advantage. At the end of the segmentation analysis, the organisation needs to select one or more target segments. To make this selection process as easy as possible, it is useful to think about what an ideal target segment might look like from the perspective of the organisation at the ea

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Step 4: Exploring Data, it is useful to gain preliminary insight into the data. This chapter discusses different ways of gaining an understanding of the data structure, and introduces pre-processing methods that may be required given the nature of the data available. Key questions that need to be asked at this stage are

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Step 6: Profiling Segmentscriteria are no substitute for user assessment. The profiling stage is the opportunity for all members of the segmentation team to inspect what characterises each of the resulting market segments, and to select which segment(s) to retain for the next step. Profiling is based on segmentation variable

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