A new spatial classification methodology for simultaneous segmentation, targeting, and positioning (stp analysis) for marketing research

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dc.citation.epage103en_US
dc.citation.spage75en_US
dc.citation.volumeNumber5en_US
dc.contributor.authorDeSarbo, W. S.en_US
dc.contributor.authorBlanchard, S. J.en_US
dc.contributor.authorAtalay, Selin.en_US
dc.contributor.editorMalhotra, N. K.
dc.date.accessioned2016-02-08T10:05:57Z
dc.date.available2016-02-08T10:05:57Z
dc.date.issued2009en_US
dc.departmentFaculty of Business Administrationen_US
dc.descriptionChapter 4en_US
dc.description.abstractThe Segmentation-Targeting-Positioning (STP) process is the foundation of all marketing strategy. This chapter presents a new constrained clusterwise multidimensional unfolding procedure for performing STP that simultaneously identifies consumer segments, derives a joint space of brand coordinates and segment-level ideal points, and creates a link between specified product attributes and brand locations in the derived joint space. This latter feature permits a variety of policy simulations by brand(s), as well as subsequent positioning optimization and targeting. We first begin with a brief review of the STP framework and optimal product positioning literature. The technical details of the proposed procedure are then presented, as well as a description of the various types of simulations and subsequent optimization that can be performed. An application is provided concerning consumers' intentions to buy various competitive brands of portable telephones. The results of the proposed methodology are then compared to a naïve sequential application of multidimensional unfolding, clustering, and correlation/regression analyses with this same communication devices data. Finally, directions for future research are given.en_US
dc.identifier.doi10.1108/S1548-6435(2009)5
dc.identifier.eisbn9780857247278en_US
dc.identifier.isbn9780765621252en_US
dc.identifier.urihttp://hdl.handle.net/11693/22877en_US
dc.language.isoEnglishen_US
dc.publisherEmerald Group Publishing Limiteden_US
dc.relation.ispartofReview of marketing researchen_US
dc.relation.isversionofhttps://doi.org/10.1108/S1548-6435(2009)5
dc.titleA new spatial classification methodology for simultaneous segmentation, targeting, and positioning (stp analysis) for marketing researchen_US
dc.typeBook Chapteren_US
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