Transcription of Market segmentation - Wharton Faculty Platform
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Market segmentation - Wharton Faculty Platform
CHAPTER 11 Market segmentationYORAM (JERRY) WIND and DAVID R. BELLAll markets are heterogeneous. This is evident fromobservation and from the proliferation of popularbooks describing the heterogeneity of local andglobal markets. Consider, for example, The NineNations of North America(Garreau, 1982), Latitudesand Attitudes: An Atlas of American Tastes, Trends,Politics and Passions(Weiss, 1994) and MasteringGlobal Markets: Strategies for Today s Trade Globalist(Czinkota et al., 2003). When reflecting on the natureof markets, consumer behaviour and competitiveactivities, it is obvious that no product or serviceappeals to all consumers and even those who pur-chase the same product may do so for diverse rea-sons. The Coca Cola Company, for example, varieslevels of sweetness, effervescence and package sizeaccording to local tastes and conditions.
segmentation strategy. 3 Advances in segmentation research. 4 Impact of operating in the global information age on segmentation theory,practice and research. 5 Expansion of segmentation to other stakeholders. Thus, this chapter is based on the premise that segmentation is the firm’s response to a funda-mental market feature – heterogeneity ...
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