HOME | CHECKOUT | ABOUT | FAQ | CONTACT US |
 
Welcome Guest [create an account] or log-in:
email
password

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

10.23912/978-1-906884-54-3-1742

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.

Sample content

Click here to download PDF

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

References

Abratt, R.R. (1993) Market segmentation practices of industrial marketers, Industrial Marketing Management, 22, 79-84

https://doi.org/10.1016/0019-8501(93)90033-4

Albert, T. (2003) Need based segmentation and customised communication strategies in a complex-commodity industry, Industrial Marketing Management, 32 (4), 281-290.

https://doi.org/10.1016/S0019-8501(02)00204-3

Bailey, C., Baines, P., Wilson, H. and Clark, M. (2009) Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough, Journal of Marketing Management, 25 (3-4), 228-251.

https://doi.org/10.1362/026725709X429737

Baines, P., Fill, C., and Page, K. (2011) Marketing, 2 edn, Oxford: Oxford University Press.

Barry, J. and Weinstein, A. (2009) Business Psychographics revisited: from segmentation theory to successful marketing practice, Journal of Marketing Management, 25 (3/4), 315-340

https://doi.org/10.1362/026725709X429773

Beane, T.P. and Ennis, D.M. (1987) Market segmentation: a review, European Journal of Marketing, 21, 20-42

https://doi.org/10.1108/EUM0000000004695

Boejgaard, J. and Ellegaard, C. (2010) Unfolding implementation in industrial market segmentation , Industrial Marketing Management, 39, 1291-1299

https://doi.org/10.1016/j.indmarman.2010.06.004

Bonoma, T.V. and Shapiro, B.P. (1983) Segmenting the Industrial Market, Lexington, MA: Lexington Books

Boyd, H.W., Walker, O.C. and Larreche, J.C. (1998) Marketing Management: a Strategic Approach with a Global Orientation, 3rd international edn, New York: McGraw-Hill/ Irwin.

Brennan R., Canning, L. and McDowell, R., (2007) Business to Business Marketing, Sage

Cardozo, R.N. (1980) Situational segmentation of industrial markets, European Journal of Marketing, 14 (5/6), 264-276

https://doi.org/10.1108/EUM0000000004905

Christensen, C.M., Anthony, S.D., Berstell, G. and Nitterhouse, D. (2007) Finding the right job for your product, Sloan Management Review, 48 (3), 2-11

Christopher, M. (2000) Pricing strategy, in Cranfield School of Management (eds), Marketing Management: A Relationship Marketing Perspective, Basingstoke: Macmillan.

Crittenden, V.L., Crittenden, W.F. and Muzyka, D.F. (2002) Segmenting the business-to-business marketplace by product attributes and the decision process, Journal of Strategic Marketing, 10, 3-20

https://doi.org/10.1080/09652540110100448

Day, M., Magnan, G.M. and Moeller, M.M. (2010) Evaluating the bases of supplier segmentation: A review and taxonomy, Industrial Marketing Management, 39, 625-639

https://doi.org/10.1016/j.indmarman.2009.06.001

Devine, N. (2011) The Four Buyer Types, retrieved 4 April 2011 from www.theprintcoach.com

Dibb, S. and Simkin, L. (2001) Market segmentation: diagnosing and treating the barriers, Industrial Marketing Management, 30 (8) (November), 609-625

https://doi.org/10.1016/S0019-8501(99)00127-3

Dibb, S. and Wensley, R. (2002) Segmentation analysis for industrial markets, European Journal of Marketing, 36 (1/2), 231-51

https://doi.org/10.1108/03090560210412773

Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content, 5th edn Harlow: Pearson Education.

Freytag, P.V. and Clarke, A.H. (2001) Business to business segmentation, Industrial Marketing Management, 30 (6) (August), 473-486

https://doi.org/10.1016/S0019-8501(99)00103-0

Goller, S., Hogg, A. and Kalafatis, S.P. (2002), A new research agenda for business segmentation, European Journal of Marketing, 36 (1/2), 252-271

https://doi.org/10.1108/03090560210412782

Griffith R.L. and Pol, L.G. (1994) Segmenting industrial markets, Industrial Marketing Management, 23, 39-46

https://doi.org/10.1016/0019-8501(94)90025-6

Hooley, G.J. and Saunders, J.A. (1993) Competitive Positioning: The Key to Market Success, Englewood Cliffs, NJ: Prentice Hall

Hsu, C-I., Li, H-C., Liu, S-M. and Chao, C-C. (2011) Aircraft replacement scheduling: a dynamic programming approach, Transportation Research, Part E 47, 41-60

https://doi.org/10.1016/j.tre.2010.07.006

Kotler, P. (1984). Marketing Management, international edn, Englewood Cliffs, NJ: Prentice Hall

Mitchell, V.W. and Wilson, D.F. (1998) A reappraisal of business-to-business segmentation, Industrial Marketing Management, 27 (5) (September), 429-445

https://doi.org/10.1016/S0019-8501(98)00002-9

Naudé, P. and Cheng, L. (2003) Choosing between potential friends: market segmentation in a small company, Paper presented at the 19th IMP Conference, Lugano, Switzerland, www.impgroup.org/uploads/papers/4393.pdf (accessed 26 January 2004.)

Plank, R.E. (1985) A critical review of industrial market segmentation, Industrial Marketing Management, 14, 79-91

https://doi.org/10.1016/0019-8501(85)90045-8

Powers, T.L. and Sterling, J.U. (2008) Segmenting business-to-business markets: a micro-macro linking methodology, Journal of Business & Industrial Marketing, 23 (3), 170-177

https://doi.org/10.1108/08858620810858436

Ries, A. and Trout, J. (1972) The positioning era cometh, Advertising Age, 24 April, 35-38

Rogers, Everett M. (1962). Diffusion of Innovations. The Free Press. New York.

Shipley, D. and Jobber, D. (2001) Integrative pricing via the pricing wheel, Industrial Marketing Management, 30 (3) (April), 301-314

https://doi.org/10.1016/S0019-8501(99)00098-X

Simkin, L. (2008) Achieving market segmentation from B2B sectorisation, Journal of Business & Industrial Marketing, 23 (7), 464-474

https://doi.org/10.1108/08858620810901220

Smeltzer, L.R. and Carr, A. (2002) Reverse auctions in industrial marketing and buying, Business Horizons, 45 (2) (March-April), 47-52

https://doi.org/10.1016/S0007-6813(02)00187-8

Smith, Wendell. 1956. Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing. July pp 3-8

https://doi.org/10.1177/002224295602100102

Weinstein, A. (1994). Market Segmentation, Chicago: Probus.

Wengartner, M.H. (1987). Leasing asset lives and uncertainty: guides to decision making, Financial Management, 16 (2) (Summer), 5-13.

https://doi.org/10.2307/3665996

Whitely, D. (2000) e-Commerce: Strategy, Technologies and Applications, London: McGraw-Hill.

Wind, Y. (1978) Issues and advances in segmentation research, Journal of Marketing Research, 15, 317-337.

https://doi.org/10.1177/002224377801500302

Wind, Y. and Cardozo, R.N. (1974) Industrial market segmentation, Industrial Marketing Management, 3 (March), 153-166

https://doi.org/10.1016/0019-8501(74)90025-X

Wykes, T. (2003) NCW News, The 4th Annual Construction Marketing Conference - 29 and 30 October; www.ncw.org.uk/news/DisplayNews.cfm?EntryNum=92 (accessed 30 January 2004.)

Available

Published in Business Marketing: The Theory and Practice of B2B

Terms and conditions of purchase | Privacy policy