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| 지불의사액 추정× | 시장 세분화 분석× | |
|---|---|---|
| 분야 | 마케팅 | 마케팅 |
| 계열 | Process / pipeline | Process / pipeline |
| 기원 연도≠ | 1998 | 1980 |
| 창시자≠ | Klaus Wertenbroch and Bernd Skiera | Philip Kotler and William Perreault Jr. |
| 유형≠ | Price research methodology | Statistical segmentation methodology |
| 원전≠ | Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469. link ↗ | 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 ↗ |
| 별칭≠ | Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation | Customer Segmentation, Market Partitioning |
| 관련 | 5 | 5 |
| 요약≠ | 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. | 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. |
| ScholarGate데이터셋 ↗ |
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