TARGETING, SEGMENTS AND POSITIONING
- 1 March 1991
- journal article
- Published by Emerald in International Journal of Retail & Distribution Management
- Vol. 19 (3)
- https://doi.org/10.1108/09590559110143800
Abstract
Customers have unique requirements, aspirations and satisfaction levels. Some customers, though, are “similar”: they have common requirements for goods, services and ideas. If these customers′ needs can be clearly identified and those with similar needs grouped in quantities of sufficient sizes, market segments have been determined. Each customer group – or market segment – has specific expectations and retail marketers must develop retail brands and concepts which cater for the needs of the segment targeted. Having decided on which segment (or segments) to target, retailers position their brands with an image with which the targeted customers identify. Market segmentation, targeting and positioning is a fundamental process in modern retail marketing strategy. The key decisions and the steps necessary for successful implementation are examined.Keywords
This publication has 2 references indexed in Scilit:
- The Concept and Application of Life Style SegmentationJournal of Marketing, 1974
- Benefit Segmentation: A Decision-Oriented Research ToolJournal of Marketing, 1968