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Step 10: Evaluation and Monitoring

In: Market Segmentation Analysis

Author

Listed:
  • Sara Dolnicar

    (The University of Queensland)

  • Bettina Grün

    (Johannes Kepler Universität Linz)

  • Friedrich Leisch

    (Universität für Bodenkultur Wien)

Abstract

Market segmentation is a strategic process and implies a long-term commitment to catering best possibly to the needs of a subset of the market. Because of its long-term nature, it is critical to evaluate the effectiveness of the segmentation strategy, and to ensure that target segments do not change over time. If they do, adjustments to the market segmentation strategy are required. This chapter introduces a few approaches to monitoring target segments over time.

Suggested Citation

  • Sara Dolnicar & Bettina Grün & Friedrich Leisch, 2018. "Step 10: Evaluation and Monitoring," Management for Professionals, in: Market Segmentation Analysis, chapter 0, pages 255-267, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-10-8818-6_12
    DOI: 10.1007/978-981-10-8818-6_12
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