Profit oriented and decision time market segmentation
Claude R. Martin, Roger L. Wright Ph.D.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 1
Abstract
The authors report a refinement of their Survey Implemented Market Segmentation (SIMS) algorithm that adds decisiontime implementation by retailers. The analysis incorporates more completely the complexity of practical market segmentation policy alternatives. Two retailing executives aided in classifying variables that characterize potential market segments in terms of their temporal implementability. The result is an ability to formulate a segmentation policy applicable to long-range, medium-range, or short-range planning horizons.
Keywords
Market Segmentation, Potential Customer, Department Store, Marketing Effort, Mail Questionnaire
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