Transcription of Market Segmentation Targeting and Positioning
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Market Segmentation Targeting and Positioning
1 Market Segmentation , Targeting and Positioning By Mark Anthony Camilleri1, PhD (Edinburgh) How to Cite: Camilleri, M. A. (2018). Market Segmentation , Targeting and Positioning . In Travel Marketing, Tourism Economics and the Airline Product (Chapter 4, pp. 69-83). Springer, Cham, Switzerland. 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. Therefore, 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.
Market segmentation is a consumer-oriented process and can be applied to almost any type of market. In dividing or segmenting markets, researchers typically look for shared characteristics such as common needs, common interests, similar lifestyles or even similar demographic profiles. So, market segmentation assumes that different segments require
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