Product Differentiation and Market Segmentation as Alternative Marketing Strategies

@article{Smith1956ProductDA,
  title={Product Differentiation and Market Segmentation as Alternative Marketing Strategies},
  author={Wendell R. Smith},
  journal={Journal of Marketing},
  year={1956},
  volume={21},
  pages={3 - 8}
}
URING the decade of the 1930's, the work of Robinson and Chamberlin resulted in a revitalization of economic theory. While classical and neoclassical theory provided a useful framework for economic analysis, the theories of perfect competition and pure monopoly had become inadequate as explanations of the contemporary business scene. The theory of perfect competition assumes homogeneity among the components of both the demand and supply sides of the market, but diversity or heterogeneity had… 
View on SAGE
archive.ama.org
1,671 Citations
Highly Influential Citations
65
Background Citations
637
Methods Citations
68
Results Citations
10

1,671 Citations

A Generalized Normative Segmentation Methodology Employing Conjoint Analysis

Since the pioneering research of Wendell Smith (1956), the concept of market segmentation has been one of the most pervasive activities in both the marketing academic literature and practice. In…

Market segmentation and the structure of competition: applicability of the strategic group concept for an improved market segmentation on industrial markets

Endogenous Product Differentiation, Market Size and Prices

This paper provides a framework to understand how market size affects firms' investments in product differentiation in a model of monopolistic competition. The theory proposes that consumers' love of…

Segmentation Strategies and Practices in the 19Th-Century German Book Trade: a Case Study in the Development of a Major Marketing Technique

This paper supplies a historical and international perspective to one of the best-known concepts of contemporary consumer marketing market segmentation. The idea of segmentation entered U.S.…

Market Segmentation, Product Differentiation, and Marketing Strategy

Despite the pervasive use of the terms “market segmentation” and “product differentiation,” there has been and continues to be considerable misunderstanding about their meaning and use. The authors…

Strategic and operational market segmentation: a managerial analysis

One of the most widely used and familiar theories in marketing is market segmentation — the familiar protocols for the division of markets in a variety of ways into homogeneous groups of buyers, to…

Market Segmentation Strategy, Competitive Advantage, and Public Policy: Grounding Segmentation Strategy in Resource-Advantage Theory

Segmentation and communication in the industrial marketplace

Market segmentation: A search for the Holy Grail?

It is argued that segmentation is not the marketers’ nirvana it is sometimes made out to be, and managers should be more aware of the limitations of segmentation studies.

The Theory of Monopolistic Competition, Marketing’s Intellectual History, and the Product Differentiation Versus Market Segmentation Controversy

Edward Chamberlin’s theory of monopolistic competition influenced greatly the development of marketing theory and thought in the 1930s to the 1960s. Indeed, marketers held the theory in such high…
...