The hypothesis developed in the paper is that current trends in marketing may favour the utilization of alternative categories, distinct from the traditional idea of segmentation, in the market mapping process conducted by corporate policy makers. Discussion will focus on the nature of the market mapping process. Based on the results of secondary research, several conceptual categories - “community of consumers”, “fragmented demand”, “self-selection of target customers” - will be analyzed as alternative archetypes to the "market segment". The results thereby obtained will support the initial assumption. Further implications are presented in the concluding part of the paper.
Segmentation versus emerging archetypes in the market mapping process / S.Guercini. - ELETTRONICO. - "Democracy in a Knowledge Economy" - Session: Functional Strategies:(2003), pp. 1-12. (Intervento presentato al convegno 2003 Annual Meeting of the Academy of Management tenutosi a Seattle, United States of America nel August 1-6).
Segmentation versus emerging archetypes in the market mapping process
GUERCINI, SIMONE
2003
Abstract
The hypothesis developed in the paper is that current trends in marketing may favour the utilization of alternative categories, distinct from the traditional idea of segmentation, in the market mapping process conducted by corporate policy makers. Discussion will focus on the nature of the market mapping process. Based on the results of secondary research, several conceptual categories - “community of consumers”, “fragmented demand”, “self-selection of target customers” - will be analyzed as alternative archetypes to the "market segment". The results thereby obtained will support the initial assumption. Further implications are presented in the concluding part of the paper.
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