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DC Field | Value | Language |
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dc.contributor.author | Camilleri, Mark Anthony | |
dc.date.accessioned | 2017-08-31T07:07:12Z | |
dc.date.available | 2017-08-31T07:07:12Z | |
dc.date.issued | 2017 | |
dc.identifier.citation | Camilleri , M. A. (2017). Market segmentation, targeting and positioning. In M. A. Camilleri (Ed.), Travel marketing, tourism economics and the airline product : an introduction to theory and practice. Milan: Springer. | en_GB |
dc.identifier.isbn | 9783319498492 | |
dc.identifier.uri | https://www.um.edu.mt/library/oar//handle/123456789/21433 | |
dc.description.abstract | Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Many companies may usually adopt a strategy that is known as target marketing. This strategy involves dividing the market into segments and developing products or services to these segments. A target marketing strategy is focused on the customers’ needs and wants. Hence, a prerequisite for the development of this customer-centric strategy is the specification of the target markets that the companies will attempt to serve. The marketing managers who may consider using target marketing will usually break the market down into groups and to target the most profitable segments. They may adapt their marketing mix elements, including; products, prices, channels, and promotional tactics to suit the requirements of individual consumers. In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning. | en_GB |
dc.language.iso | en | en_GB |
dc.publisher | Springer | en_GB |
dc.rights | info:eu-repo/semantics/openAccess | en_GB |
dc.subject | Marketing | en_GB |
dc.subject | Marketing -- Management | en_GB |
dc.subject | Marketing -- Planning | en_GB |
dc.subject | Target marketing | en_GB |
dc.subject | Market segmentation | en_GB |
dc.subject | Business planning | en_GB |
dc.title | Market segmentation, targeting and positioning | en_GB |
dc.title.alternative | Travel marketing, tourism economics and the airline product : an introduction to theory and practice | en_GB |
dc.type | bookPart | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. | en_GB |
dc.description.reviewed | peer-reviewed | en_GB |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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Market Segmentation Targeting and Positioning.pdf | 145.55 kB | Adobe PDF | View/Open |
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