Market Segmentation Analysis
Understanding It, Doing It, and Making It Useful
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Living Reference Work Entry In depth
Klassisches maschinelles Lernen
Maschinelles Lernen ist ein aus der Informatik stammender Zweig der Datenanalyse, in dem es primär um die Konstruktion möglichst guter Prognosemaschinen geht, d. h. Modelle, die für neue Daten die Zielvariable...
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Article
Open AccessThe role of unpaid domestic work in explaining the gender gap in the (monetary) value of leisure
The value of travel time savings (VTTS) representing the willingness to pay to reduce travel time, consists of two components: the value of liberating time [equal to the value of leisure (VoL)] and the value o...
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Article
Open AccessReducing overall herbicide use may reduce risks to humans but increase toxic loads to honeybees, earthworms and birds
Pesticide use has been associated with risks for human health and an overall decline in biodiversity. Although herbicides are the most commonly used pesticides worldwide, they have received less attention in t...
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Article
Open AccessEffects of glyphosate-based herbicides and their active ingredients on earthworms, water infiltration and glyphosate leaching are influenced by soil properties
Glyphosate-based herbicides (GBHs) are among the most often used pesticides. The hundreds of GBHs used worldwide consist of the active ingredient (AI) glyphosate in form of different salts, possibly other AIs,...
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Article
Effects of Resampling in Determining the Number of Clusters in a Data Set
Using cluster validation indices is a widely applied method in order to detect the number of groups in a data set and as such a crucial step in the model validation process in clustering. The study presented i...
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Article
Open AccessContamination of wounds with fecal bacteria in immuno-suppressed mice
Immunocompromised patients are predisposed to chronically infected wounds. Especially ulcers in the dorsal region often experience secondary polymicrobial infections. However, current wound infection models mo...
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Article
Open AccessCommercial glyphosate-based herbicides effects on springtails (Collembola) differ from those of their respective active ingredients and vary with soil organic matter content
Glyphosate-based herbicides (GBH) are currently the most widely used agrochemicals for weed control. Environmental risk assessments (ERA) on nontarget organisms mostly consider the active ingredients (AIs) of ...
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Book
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Chapter
Step 8: Selecting the Target Segment(s)
In Step the big decisions are made. Informed by all the insights gained during the entire market segmentation analysis, the time has come to commit. Of the many available market segments, one or a small number...
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Step 10: Evaluation and Monitoring
Market segmentation is a strategic process and implies a long-term commitment to catering best possibly to the needs of a subset of the market. Because of its long-term nature, it is critical to evaluate the e...
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Chapter
Market Segmentation Analysis
This chapter defines market segmentation analysis, offers a few alternative segmentation approaches, and introduces the ten step process of market segmentation analysis. This chapter also introduces natural, r...
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Step 2: Specifying the Ideal Target Segment
Market segmentation analysis is driven primarily by the desire of an organisation to better cater to a part of the market and, in so doing, secure a competitive advantage. At the end of the segmentation analys...
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Step 6: Profiling Segments
Segment extraction leads to one or more segmentation solutions. They may have been pre-selected on the basis of statistical criteria. But statistical criteria are no substitute for user assessment. The profili...
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Step 9: Customising the Marketing Mix
This chapter discusses strategic marketing areas that need to be integrated with the target segment decision (positioning and competition), and the tactical marketing decisions that follow from all of those st...
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Market Segmentation
This chapter explains the purpose of marketing and marketing planning, clarifies the difference between strategic marketing and tactical marketing, highlights the asymmetry between the two areas, and outlines ...
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Chapter
Step 1: Deciding (not) to Segment
Market segmentation is a long-term strategic commitment. It is critical, therefore, for any organisation that intends to adopt a segmentation strategy, to be aware of the consequences, and to make an informed ...
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Chapter
Step 4: Exploring Data
Market segmentation analysis, irrespective of the algorithm used to extract segment, is exploratory in nature. Before performing the actual extraction, it is useful to gain preliminary insight into the data. T...
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Step 3: Collecting Data
The outcome of a market segmentation analysis is only as good as the data upon which it is based. This chapter discusses a range of alternative sources of data that can serve as input for extracting market seg...
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Step 5: Extracting Segments
This chapter focuses on the task of grou** consumers and, in so doing, revealing naturally existing or creating artificial market segments. The chapter covers algorithms falling into three categories: distan...
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Step 7: Describing Segments
Once a small number of market segments has been selected on the basis of their segment profiles, these segments need to be described in detail using additional information. The detailed description of market s...
