Chapter 5 Strategy Segmentation, Positioning and Pricing
DOI: 10.23912/978-1-906884-54-3-1742 | ISBN: 978-1-906884-54-3 |
Published: November 2011 | Component type: chapter |
Published in: Business Marketing: The Theory and Practice of B2B | Parent DOI: 10.23912/978-1-906884-54-3-2069 |
Abstract
This chapter considers some of the elements that have strategic significance, namely segmentation, positioning and pricing. Segmentation is presented as a less than perfect form of marketing management, as consideration is given to some of the problems associated with choosing between segments and implementing the whole segmentation, targeting and positioning process successfully. In particular, the barriers to segmentation are examined. The following section examines how businesses should determine particular positioning strategies. Just as optimal target markets should be derived in the light of customer needs and seller resources and strategies, so positioning needs to take into account the requirements of all parties to a marketing relationship. The chapter concludes with a consideration of pricing issues in business markets.
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Contributors
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
Cite as
Fill & McKee, 2011
Fill, C. & McKee, S. (2011) "Chapter 5 Strategy Segmentation, Positioning and Pricing" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1742
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