手法を比較

	市場セグメンテーション分析	支払意思額の推定
分野	マーケティング	マーケティング
系統	Process / pipeline	Process / pipeline
提唱年	1980	1998
提唱者	Philip Kotler and William Perreault Jr.	Klaus Wertenbroch and Bernd Skiera
種類	Statistical segmentation methodology	Price research methodology
原典	Wedel, M., & Kamakura, W. A. (2002). Introduction to the Special Issue on Market Segmentation. International Journal of Research in Marketing, 19(3), 181-183.	Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469.
別名	Customer Segmentation, Market Partitioning	Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation
関連	5	5
概要	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.