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TARGETING, SEGMENTS AND POSITIONING

TARGETING, SEGMENTS AND POSITIONING 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-0552
DOI
10.1108/09590559110143800
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Mar 1, 1991

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