An Exploratory Study of Market Segment Stability

• Main Authors: Jan Chang-Lin, 詹長潾
• Other Authors: Meng-Yen Lin
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/12249294066532007882

碩士 === 國立臺灣科技大學 === 管理技術研究所 === 86 === This research centered on market segment stability. By reviewing literature and interviewing thirty-three marketers from different companies, this research explored issues related to market segment stability and compared viewpoints of academics with those of practitioners. The outcome of the research revealed that market segment stability is still a vague concept for most businessmen. The term can mean different things for different people. This research also suggested that companies should not only be aware of changes in the segment size, segment memberships and competitive situation, but should also be cautious about the movement of segment switchers so as to meet the challenge of the changing customer preferences.