Identifying Market Segments, Selecting Target Markets, and Positioning the Offer

Joanne Scheff Bernstein

Chapter Chapter 6 in Standing Room Only, 2014, pp 125-143 from Palgrave Macmillan

Abstract: Abstract Marketing planning must start with strategic marketing—namely, segmenting, targeting, and positioning. The marketer first identifies a variety of dimensions along which to segment the market and develops profiles of the resulting market segments. Then the marketer selects those segments that represent the best targets for its efforts. Finally, the marketer designs marketing strategies and positions the organization and its products in ways that are expected to have the greatest appeal to the target markets.

Date: 2014
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DOI: 10.1007/978-1-137-37569-8_7

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