個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Cluster Analysis for Segmentation
內容大綱
This note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profiling clusters are provided. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Examples from the insurance industry are used in the note.