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Customers have unique requirements, aspirations and satisfactionlevels. Some customers, though, are similar they havecommon requirements for goods, services and ideas. If these customersneeds can be clearly identified and those with similar needs grouped inquantities of sufficient sizes, market segments have been determined.Each customer group or market segment has specificexpectations and retail marketers must develop retail brands andconcepts which cater for the needs of the segment targeted. Havingdecided on which segment or segments to target, retailers positiontheir brands with an image with which the targeted customers identify.Market segmentation, targeting and positioning is a fundamental processin modern retail marketing strategy. The key decisions and the stepsnecessary for successful implementation are examined.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Mar 1, 1991
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