Database segmentation for product strategy development

McClymont, Hoda and Young, Jared (2003) Database segmentation for product strategy development. In: ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution, 1-3 Dec 2003, Adelaide, Australia.

[img]
Preview
Text (Published Version)
McClymont_Young_ANZMAC2003_PV.pdf

Download (336Kb) | Preview

Abstract

Although the topic of market segmentation has been discussed extensively in the mainstream marketing literature, limited attention has been paid to segmentation for product strategy development in database marketing. In order to provide a framework for how the database is segmented for product strategy, this research undertook indepth interview and case studies to explore the process. Four main issues were developed for investigation including: what bases and variables, sequence of bases,
sources of information and method of segmentation were used during product development. The findings of this research showed that the database is segmented during two stages of product strategy development: product research and testing. The main bases used for research and testing is behavioural data stored in the firm's database. During research and testing of the product, the database is segmented mainly on behaviour with demographics being added in certain industries. Attitudinal data is merely used to understand the needs of behavioural segments rather than to segment database customers. The sequence of bases applied to egmentation for research and testing is usually that of behaviour followed by demographics. Furthermore, segmentation for idea generation, testing and research is based solely on data from a firm's internal database (to the exclusion of external databases) and only the 'a priori' segmentation method is applied to the database. The research showed that the industry type only impacted on the types of bases used but not on other aspects of segmentation.


Statistics for USQ ePrint 11403
Statistics for this ePrint Item
Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 30 Nov 2007 11:55
Last Modified: 04 Nov 2013 02:12
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150307 Innovation and Technology Management
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/11403

Actions (login required)

View Item Archive Repository Staff Only