McGraw-Hill OnlineMcGraw-Hill Higher EducationLearning Center
Student Centre | Lecturer Centre | Info Centre | HOME

Glossary
Buy the Book
Chapter Objectives
Multiple Choice Quiz
Case Studies
Internet Exercises

Jacket
Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick
Market Segmentation & Positioning

Chapter Objectives

This chapter covers:
1. The concepts of market segmentation, target marketing and positioning and their use in developing marketing strategy
2. The methods of segmenting consumer and organizational markets
3. The factors that can be used to evaluate market segments
4. Four target market strategies: undifferentiated, differentiated, focused and customized marketing
5. The concept of positioning and the keys to successful positioning








Copyright2002 A McGraw-Hill Online Learning Centre
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Education Europe is one of the many fine businesses of The McGraw-Hill Companies.