The SIMSEG project. A simulation environment for market segmentation and positioning strategies.

Thomas Baier, Josef Mazanec

Publication: Working/Discussion PaperWU Working Paper

Abstract

A simulation environment for exploring analytical tools and joint segmentation and brand positioning strategies is tailored to comply with the perceptions-based approach to market segmentation. The initial version contains a number of ad hoc segmentation strategies. It also indicates how the strategy agents in a more fully elaborated version may autonomously decide on their selection of target segments and brand profiles. With a reasonably sized parameter set the SIMSEG brands are subject to perceptual dynamics that respect the basic principles of attribute learning through advertising and promotion. SIMSEG is conceived for interfacing with an Artificial Factory simulation background where the consumers' fuzzy perceptions of rivaling brands are translated into physical or functional characteristics.
Original languageEnglish
Place of PublicationVienna
PublisherSFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business
Publication statusPublished - 1999

Publication series

NameWorking Papers SFB "Adaptive Information Systems and Modelling in Economics and Management Science"
No.60

WU Working Paper Series

  • Working Papers SFB \Adaptive Information Systems and Modelling in Economics and Management Science\

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