Cet article, tout en faisant le point des recherches en mature de segmentation présente une méthodologie comprenant sept phases:
— la définition du marché;
le choix des unités d'observation;
le choix d'un modèle de segmentation;
le choix des variables de segmentation;
le choix d'une méthode d'affectation;
la description des segments;
la validation des segments.
Get full access to this article
View all access options for this article.
References
1.
AimettiJ.-P.BourocheJ.-M. (1977), Segmentation et discrimination: Une nouvelle approche, Revue française du Marketing, no 71, novembre-décembre, 69–85
2.
AmemiyaT. (1981), Qualitative Response Models: A SURVEY, Journal of Economic Litterature, vol. XIX, 1483–1536
3.
AndrewsF. M.MorganJ.SonquistJ. A. (1967), Multiple Classification Analysis, Ann Arbor, Michigan Institute for Social Research, The University of Michigan
4.
ArabieP.CarrollD.de SarboW.WindJ. (1981), Overlapping Clustering: A New Method for Product Positioning, Journal of Marketing Research, vol. XVIII, August, 310–317
5.
AssaelH. (1976), Segmenting Markets by Response Elasticity, Journal of Advertising Research, vol. 16, no 2, 27–32
6.
AssaelH.RoscoeM. (1976), Approaches to Market Segmentation Analysis, Journal of Marketing, vol. 40, no 4, 67–76
7.
BackerE. (1978), Cluster Analysis by Optimal Decomposition of Induced Fuzzy Sets, Delft, University Press
8.
BassF. M.TigertD. J.LonsdaleR. T. (1968), Market Segmentation: Group Versus Individual Behavior, Journal of Marketing Research, vol. V, 264–270
9.
BlattbergR. C.SenS. (1974), Market Segmentation Using Models of Multidimensional Purchasing Behavior, Journal of Marketing, vol. 38, 17–28
10.
BlattbergR. C.BvesingT.SenS. (1980), Segmentation Strategies for New National Brands, Journal of Marketing, vol. 44, 59–67
11.
BlattbergR. C.DollanR. J. (1981), An assessment of the Contribution of Log Linear Models to Marketing Research, Journal of Marketing Research, vol. XLV, 89–97
12.
BonomaT. V.ShapiroB. P. (1984), Evaluating Market Segmentation Approaches, Industrial Marketing Management, no 13, 257–268
13.
BooteA. S. (1981), Market Segmentation by Personal Values and Salient Products Attribute, Journal of Advertising Research, vol. 21, no 1, 29–35
14.
BossJ.-F. (1973), La segmentation du marché: Le point des définitions et des techniques, Revue française du Marketing, no 48, 3–24
15.
BossJ.-F. (1974), Typologie et segmentation: Un état des techniques, Revue française du Marketing, no 51, 69–93
16.
BourocheJ.-M.TénénhausM. (1970), Quelques méthodes de segmentation, RAIRO, vol. 2, 29–42
17.
CalantoneR. G.SawyerA. G. (1978), The Stability of Benefit Segments, Journal of Marketing Research, vol. XV, 395–404
18.
CampbellFiske (1959), Convergent and Discriminant Validity by the Multitrait Multimethod Matrix, Psychological Bulletin, no 56, 81–105
19.
ChandonPinson (1980), Analyse typologique: théories et applications, Paris, Masson
20.
ChurchillG. A. (1979), A Paradigm for Developing Better Measures of Marketing Constructs, Journal of Marketing Research, no 16, 64–73
21.
CurrimI. S. (1981), Using Segmentation Approaches for Better Prediction and Understanding from Consumer Mode Choice Models, Journal of Marketing Research, vol. XVIII, 301–309
22.
DardenW.PerreaultN. (1977), Classification for Market Segmentation: An Improved Linear Model for Solving Problems of Arbitrary Origin, Management Science, vol. 24, no 3, 259–271
23.
De SarboW. S.HildebrandD. K. (1980), A. Marketer's Guide to Log Linear Models for Qualitative Data Analysis, Journal of Marketing, vol. 44, 40–51
24.
DillonW. R. (1979), Analysing Large Multinay Contingency Tables: A Simple Method for Selecting Variables, Journal of Marketing, vol. 43, 92–102
25.
DhallaN. K.MahatooW. H. (1976), Expanding the Scope of Segmentation Research, Journal of Marketing, vol. XL, 34–41
26.
DoyleP. (1972), Market Segmentation by Factor Analysis, European Journal of Marketing, no 6/1, 1–6
27.
DoyleP.FenwickI. (1975), The Pitfalls of AID Analysis, Journal of Marketing Research, vol. XII, 408–413
28.
DuboisP. L.NicholsonP. (1987), Le marketing direct intégré, Paris, Chotard
29.
DurandJ. (1967), Segmentation et typologie, Revue française de Marketing, no 25, 13–17
30.
DurandJ. (1969), La segmentation des marchés, Revue française de Marketing, no 30, 3–12
31.
ElrodT.WinerR. S. (1982), An Empirical Evaluation of Aggregation Approaches for Developing Market Segments, Journal of Marketing, no 46, 65–74
32.
EvrardY. (1985), Validité des mesures et causalité en marketing, Revue française de Marketing, no 101
33.
FornellC. (1981), A Second Generation of Multivariate Analysis, 1
34.
GitlowA. (1979), Discrimination Procedures for the Analysis of Nominaly Scaled Data Sets, Journal of Marketing Research, vol. XVI, 387–393
35.
GivonM. (1985), Variety Seeking, Market Partitioning and Segmentation, International Journal of Research in Marketing, no 2, 117–127
36.
GreenP.De SarboW. S. (1979), Componential Segmentation in the Analysis of Consumer Trade-offs, Journal of Marketing, no 43, 83–91
37.
GroverR.SrinivasanV. (1987), A Simultaneous Approach to Market Segmentation and Market Structuring, Journal of Marketing Research, vol. XXIV, 139–153
38.
HruschkaH. (1986), Market Definition and Segmentation Using Fuzzy Clustering Methods, International Journal of Research in Marketing, no 3, 117–134
39.
JohnsonR. M. (1971), Market Segmentation a Strategic Management Tool, Journal of Marketing Research, vol. VIII, 13–18
40.
KahnB. E.KalwaniM. U.MorrissonD. G. (1986), Measuring Variety Seeking and Reinforcement Behaviors Using Panel Data, Journal of Marketing Research, vol. XXIII, 86–100
41.
KahnB. E.KalwaniM. U.MorrissonD. G. (1987), Using Purchase Frequencies and Penetration Rates to Infer Brand Positioning: Niching Versus Change of Pace, Working Paper, series no 162, J. Anderson Graduate School of Management, UCLA.
42.
KlastorinT. D. (1983), Assessing Cluster Analysis Results, Journal of Marketing Research, vol. XX, 92–98
KumarA.DillonW. (1987), Constrained Discrimination via MDI Estimation: The Use of Additional Information in Segmentation Analysis, Journal of Marketing Research, vol. XXIV, 396–403
45.
LattinJ. M.McAlisterL. (août 1985), Using a Variety-Seeking Model to Identify Substitute and Complementary Relationships Among Competing Products, Journal of Marketing Research, vol. XXII, 330–339
46.
LesserJ. A.HughesM. A. (janvier 1986), The Generalizability of Psychographic Market Segments Across Geographic Locations, Journal of Marketing, no 50, 18–27
47.
MacLachlanD. L.JohanssonJ. K. (1981), Market Segmentation with Multivariate AID, Journal of Marketing, vol. 45, 74–84
48.
MahajanV.JainA. K. (1978), An Approache to Normative Segmentation, Journal of Marketing Research, vol. XV, 338–345
49.
MoriartryM.VenkatesanM. (1978), Concept Evaluation and Market Segmentation, Journal of Marketing, no 42, 82–86
50.
PerruchetC. (1983), Une analyse bibliographique des épreuves de classificabilité en analyse des données, Statistique et Analyse des Données, 18, vol. 8, no 2, 18–41
51.
PetersW. H. (1970), Using MCA to Segment New Car Markets, Journal of Marketing Research, vol. VII, 360–363
52.
PlummerJ. T. (1974), The Concept and Application of Life Style Segmentation, Journal of Marketing, vol. 38, 33–37
53.
PunjG.StewartD. W. (1983), Cluster Analysis in Marketing Research: Review and Suggestions for Applications, Journal of Marketing Research, vol. XX, 134–148
54.
RaoV. R.WinterF. W. (1978), An Application of Multivariate Probit Model to Market Segmentation and Product Design, Journal of Marketing Research, vol. XV, 361–368
55.
RichardF.SturmanS. (1977), Life-Style Segmentation in Appareil Marketing, Journal of Marketing, no 63, 89–91
56.
RomederJ.-M. (1973), Méthodes et programmes en analyse discriminante, Dunod
57.
SaportaB. (1976), Les ambiguïtés du concept de segmentation, Revue française de Marketing, no 63, 51–74
58.
ShepardR. N. (1980), Multidimensional Scaling, Tree-Fitting and Clustering, Science, no 210, 390–398
59.
ShokerA. D.SrivastavaR. K. (1979), Customer-Oriented Approaches to Identifying Product-Markets, Journal of Marketing, vol. 43, 8–19
60.
SmithW. R. (1956), Product Differentiation and Market Segmentation as Alternative Marketing Strategies, Journal of Marketing, July 1956, 3–8
61.
SrivastavaR. K.LeoneR. P.ShokerA. D. (1981), Market Structure Analysis: Hierarchical Clustering of Products Based on Substitution-in-Use, Journal of Marketing, vol. 45, 38–47
62.
SrivastavaR. K.AlpertM.ShokerA. D. (1984), A Customer Oriented Approach for Determining Market Structures, Journal of Marketing, vol. 48, 32–45
63.
StaelinR. (1971), Another Look to AID, Journal of Advertising Research, vol. 11, no 5, 23–28
64.
StarrM. K.RubinsonJ. (1978), A Loyalty Group Segmentation Model for Brand Purchasing Simulation, Journal of Marketing Research, vol. XV, 378–383
65.
TollefsonJ. O.LessigF. W. (1978), Aggregation Criteria in Normative Market Segmentation Theory, Journal of Marketing Research, vol. XV, 346–355
66.
WindY. (1978), Issues and Advances in Segmentation Research, Journal of Marketing Research, vol. XV, 317–337
67.
YoungS.OttL.FeiginB. (1978), Some Practical Considerations in Market Segmentation, Journal of Marketing Research, vol. XV, 405–412
68.
ZiffR. (1971), Psychographics for Market Segmentation, Journal of Advertising Research, vol. 11, no 2, 3–9
