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- W4386732119 abstract "This chapter evaluates market segmentation, targeting, and positioning, which are vital for organizational success and are central components of an effective marketing strategy. Market segmentation involves the analysis of markets to identify subgroups of consumers with similar wants and buying requirements. Targeting refers to the actual development of the marketing mix variables to be used to reach the target market consumers. Meanwhile, positioning is the ‘core engine’ of strategy and refers to the ability to influence consumer perception; it is the attempt to place a good or service in a perceptual position within the mind of the consumer. The identification of a segment allows the organization to make a profile of its typical desired customer, which in turn allows the organization to develop a product configuration, pricing scheme, promotional campaign, and distribution coverage plan to best meet the needs of that identified typical consumer." @default.
- W4386732119 created "2023-09-15" @default.
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- W4386732119 date "2022-06-02" @default.
- W4386732119 modified "2023-09-27" @default.
- W4386732119 title "Segmentation, targeting, and positioning strategies" @default.
- W4386732119 doi "https://doi.org/10.1093/hebz/9780198856764.003.0006" @default.
- W4386732119 hasPublicationYear "2022" @default.
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