Market Segmentation and Positioning

Philippe Malaval, Christophe Bénaroya and Jonathan Aflalo
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Philippe Malaval: Toulouse Business School
Christophe Bénaroya: Toulouse Business School
Jonathan Aflalo: ATPCO-Airline Tariff Publishing Company

Chapter 4 in Aerospace Marketing Management, 2014, pp 123-156 from Springer

Abstract: Abstract The two fundamental marketing tools are segmentation and positioning. Basically, segmentation is splitting up the market into homogeneous sub assemblies in order to be able to choose an appropriate strategy for each one (targeting). Then, it is a question of making the clearest distinction possible between oneself and competitors in the mind of the customer. This is the object of positioning.

Keywords: Customer Expectation; Core Product; Civil Aircraft; Passenger Aircraft; British Airway (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-319-01354-1_4

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