A Study on Green Marketing Customers’ Segmentation of Industrial Lubricants

• Main Authors: Ray, JUI HUA YU, 余瑞華
• Other Authors: R. J. Kuo
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/68172848103322956249

碩士 === 國立臺北科技大學 === 生產系統工程與管理研究所 === 90 === Abstract There are few articles in which study from environmental aspects of industrial lubricants, almost every manufacture companies even service firms need industrial lubricants to maintain their machines or facilities without produce any environmental impacts. Author was a technical service manager on Taiwanese agency of Kluber Lubrication K.G., and than worked as a sales manager on Taiwanese agency of Kraft Lubrication S.A. This article is a study on green marketing customer’s segmentation of industrial lubricants in Taiwanese firms; there are 130 E.M.S. (ISO14001) certificated companies random sampling from a name list of T.E.P.A. In this article the usefulness of the artificial neural networks (SOM) with K means clustering metrology using MANOVA for green marketing customers’ segmentation concept is investigated by means of 2 questions: 1. What is green marketing reaction for different clusters on end users of industrial lubricants? 2. To what marketing strategies do people differ in end users of industrial lubricants for green marketing in different clusters? Positive answer to the questions three clusters on end users of industrial lubricants have essential for green marketing exercise, which shall be a useful planning of marketing strategies based on a customers’ segmenting served.