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| Анализ на пазарна сегментация× | Оценяване на готовността за плащане× | |
|---|---|---|
| Област | Маркетинг | Маркетинг |
| Семейство | Process / pipeline | Process / pipeline |
| Година на възникване≠ | 1980 | 1998 |
| Създател≠ | Philip Kotler and William Perreault Jr. | Klaus Wertenbroch and Bernd Skiera |
| Тип≠ | Statistical segmentation methodology | Price research methodology |
| Основополагащ източник≠ | Wedel, M., & Kamakura, W. A. (2002). Introduction to the Special Issue on Market Segmentation. International Journal of Research in Marketing, 19(3), 181-183. DOI ↗ | Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469. link ↗ |
| Други названия≠ | Customer Segmentation, Market Partitioning | Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation |
| Свързани | 5 | 5 |
| Резюме≠ | Market Segmentation Analysis is a systematic approach to dividing a heterogeneous market into smaller, homogeneous groups (segments) that share similar needs, behaviors, preferences, or characteristics. Developed through advances in statistical clustering and customer analytics, this methodology enables companies to tailor marketing strategies, product offerings, and customer experiences to specific audience groups rather than treating the market as a single entity. | Willingness-to-Pay (WTP) estimation encompasses methods for quantifying the maximum price consumers are willing to pay for a product, service, or feature. Developed through advances in marketing research and behavioral economics, WTP estimation helps organizations set optimal prices, allocate marketing budgets, value product features, and understand customer value perception. |
| ScholarGateНабор от данни ↗ |
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