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| Van Westendorp Meter citlivosti na cenu× | Analýza segmentácie trhu× | |
|---|---|---|
| Odbor | Marketing | Marketing |
| Rodina | Process / pipeline | Process / pipeline |
| Rok vzniku≠ | 1993 | 1980 |
| Tvorca≠ | Peter D. van Westendorp | Philip Kotler and William Perreault Jr. |
| Typ≠ | Price perception measurement method | Statistical segmentation methodology |
| Pôvodný zdroj≠ | Van Westendorp, P. (1993). Price Perception Analysis. An Application to the International Car Market. International Journal of Research in Marketing, 10(2), 157-165. 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 ↗ |
| Ďalšie názvy≠ | Price Sensitivity Meter, PSM, Van Westendorp Method | Customer Segmentation, Market Partitioning |
| Príbuzné | 5 | 5 |
| Zhrnutie≠ | The Van Westendorp Price Sensitivity Meter is a market research method developed by Peter van Westendorp in 1993 for assessing consumer price perception and estimating willingness-to-pay ranges without directly asking customers their maximum price. The method uses four simple questions about price acceptability, yielding estimates of optimal price, acceptable price range, and price perception zones. | 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. |
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