Abstract
Within the intensely competitive environment in which they operate,builders and developers are required to offer property packages whichsatisfy diverse customer needs and wants. The standard practice of theseoperators has been to offer portfolios of products to portfolios of customers, rather than to target specific products atcertain segments. Uses customer preference data to establish whethermarket segmentation can help to fine tune this broad approach. Raisesspecific questions about how the portfolios might be designed moreeffectively and what the implications might be for the industry.
| Original language | English |
|---|---|
| Pages (from-to) | 5-16 |
| Number of pages | 12 |
| Journal | European Journal of Marketing |
| Volume | 26 |
| Issue number | 7 |
| DOIs | |
| Publication status | Published - Jul 1992 |
Bibliographical note
Publisher Copyright:© 1992, MCB UP Limited.
Keywords
- House building
- Market segmentation
- Marketing theory
- Portfolio planning
- Research
ASJC Scopus subject areas
- Marketing