The Accuracy of Strategic Decisions for Brands of Car and ways of Market Segmentation Using Graded Structure of Categories
- Reykjavik University
- Publication Type:
- Conference Proceeding
- Flexible Marketing in and Unpredictable World: Proceedings of the 36th EMAC Conference, 2007, pp. 1 - 8
- Issue Date:
The purpose of this article is to identify the role of concepts in categorisation with particular reference to brands of car and approaches to segmentation. The relationship between concepts and categories is between category features and exemplars (Hampton et al. 1993). The terms features and exemplars represent the means by which category members are defined, the latter by which they are represented in categories. Brands of car will have features that clearly distinguish them from other brands. Distinctive features define categories. Categories play a key role in defining competitive arenas. The managerial significance of accurate classification is discussed in this paper.
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