TARGETING, SEGMENTS AND POSITIONING

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 1 March 1991

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

Citation

Dibb, S. and Simkin, L. (1991), "TARGETING, SEGMENTS AND POSITIONING", International Journal of Retail & Distribution Management, Vol. 19 No. 3. https://doi.org/10.1108/09590559110143800

Publisher

:

MCB UP Ltd

Copyright © 1991, MCB UP Limited

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