Web Reading View
Teaching Market Segmentation: The Eight Step Process
FRANCISCO GUZMÃN
Volume 01 Issue 2
Published 11 Apr 2015
Abstract
Research Summary
Although market segmentation is one of the most important strategic management tools available for business managers, and has been part of the marketing/business curriculum for years, it is commonly taught from a theoretical perspective leaving students ill-prepared to tackle this challenge in the real world. This paper seeks to bridge the gap between segmentation as practiced by marketers and as commonly taught in the classroom. An eight step process that was developed, refined, and has been successfully implemented in multiple live case/consulting projects during the past ten years at the undergraduate, graduate, and executive education level is presented.
References
Reference List
- Beane, T.P. and D.M. Ennis (1987). Market Segmentation: A Review. European Journal of Marketing, Vol. 21 (5), 20-42.
- Boone, L.E. and D.L. Kurtz (2014). Contemporary Marketing, 16th ed. Mason: Cengage Learning.
- Dickson, P.R. and J.L. Ginter (1987). Market Segmentation, Product Differentiation, and Marketing Strategy. Journal of Marketing, 51 (April), 1-10.
- Grewal, D. and M. Levy (2014). Marketing, 4th ed., Boston: McGraw-Hill/Irwin.
- Haley, R.I. (1968). Benefit Segmentation: A Decision-oriented Research Tool. Journal of Marketing, 32 (July), 30-35.
- Johnson, R.M. (1971). Market Segmentation: a Strategic Management Tool. Journal of Marketing Research, 8 (February), 13-18.
- Kamakura, W.A. and G.J. Russell (1989). A Probabilistic Choice Model for Market Segmentation and Elasticity Structure. Journal of Marketing Research, 26 (November), 379-90.
- Kotler, P. and K.L. Keller (2012). Marketing Management, 14th ed., Upper Saddle River: Pearson Prentice Hall.
- Lambin, Jean-Jacques (1997). Strategic Marketing Management, London: McGraw-Hill.
- Perreault Jr., W.D., J.P. Cannon, and E.J. McCarthy (2011). Basic Marketing, 18th ed., Boston: McGraw-Hill/Irwin.
- Pride, W.M. and O.C. Ferrell (2014). Marketing, 17th ed. Mason: Cengage Learning
- Schibrowsky, J.A., J.W. Peltier, and R.H. Collins (1999). Bootstrap Benefit Segmentation as an Experiential Learning Activity. Journal of Marketing Education, 21 (April), 34-43.
- Sismeiro, C., N. Mizik, and R.E. Bucklin (2008). A New Dynamics-based Segmentation Approach for Maximizing Long-term Marketing Impact. Marketing Science Institute Reports, Issue 2, Report No. 08-109, 63-92.
- Smith, W.R. (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21 (July), 3-8