Details the methods used by European airport authorities to segment their consumer base. It will be argued that macro-level factors, over which the industry has no control, have compelled airports to expand their commercial activities. As a consequence, airport authorities have been forced to adopt a more marketing-orientated approach. To fully capitalise on the opportunities afforded to them, a range of segmentation categories have been developed that are specific to an airport environment. It will be argued that authorities act as "gatekeepers" and use this unique form of a priori segmentation to determine the most suitable tenant mix for their airport. Once operating within the airport, the retailers themselves also undertake a further series of segmentation strategies based either on a priori principles or on "micro-level" techniques.
Marketing Intelligence & Planning – Emerald Publishing
Published: Jun 1, 2000
Keywords: Retailing; Market segmentation; Europe
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