MARKETING & POSITIONING

Marketing segmentation & positioning

Table of Contents

Chapter I5

Introduction5

Importance of Market Segmentation:7

Geographic Variables8

Demographic Variables8

Psychographic Variables8

Behavioral Variables9

Step of Market Segmentation process:9

Major Bases for Segmenting Consumer Markets:9

Demographic Segmentation:10

Geographic Segmentation11

Psychographic Segmentation12

Market Segmentation And Positioning14

What about the variables?17

Creating The Variables21

Points To Consider25

Chapter II- Literature Review28

Introduction28

Prior Research on segmentation and positioning in Global Service Markets35

Segmentation And Positioning Of Global Markets For Services36

The Role of Price Elasticities in Segment Identification37

Service Quality Dimensions as segmentation and positioning Variables39

A Model of Customers' Price Elasticities for Service Offerings41

Horizontal Market segmentation and positioning41

Dimensions of Service Quality43

Organizational Characteristics49

Vertical segmentation and positioning51

Covariates53

Chapter III- Methodology55

The Study Context, Data Set, and Measures55

Study Context55

The Data Set57

Measurement of Price Elasticities of Demand for Individual Business Customers59

Measurement of Predictor Variables63

Estimation Procedure and Results70

Chapter IV- Result and Discussion79

Result79

Simultaneous Vertical and Horizontal segmentation and positioning in the Low-Support Market81

How Customer Expectations Influence the segmentation and positioning of Premium Service Markets82

Balancing Customization and Standardization of Each Service Quality Dimension83

Organizational Characteristics Still Matter85

Chapter V- Conclusion87

Conclusions, Limitations, and Directions for Further Research87

TABLE 1 Comparison of Present Study with Previous Related Research105

TABLE 2 Average Price Elasticities by Country: Low-Support Offerings108

TABLE 3 Average Price Elasticities by Country: High-Support Offerings110

TABLE 4 Equation Constructs and Measures112

TABLE 5 F-Statistics from Pooling Test Results114

TABLE 6 Low-Support Final Model: WLS Results117

TABLE 7 High-Support Final Model: WLS Results119

TABLE 8 Summary of Hypothesis Tests and Results121

Chapter I- Introduction

Project Title

Marketing segmentation & positioning

Purpose of the Project and your Reasons for Choosing it

What situation do you seem ought to be persuade in alignment that market segmentation is effective? And the reason for choosing this topic is to look into the impact of marketing segmentation and position.

Project Question(s)

Q1) What is the importance of marketing segmenting in consumer markets?

Q2) How the marketing segmenting impacts consumer markets?

Q3) How does geographic, behavioural and other factors influence the marketing segmenting?

Q4) What is meant by psychological segmenting?

Personal Learning Objectives

The learning outcome is that firstly it will help me in my academic, secondly I will be able to understand the marketing situations and thirdly me and my friends will get a lot of experience and this will broaden my horizon for better understand the market.

Relevant Past Studies

The theories that will be addressing comprises of Perspectives and Viewpoints efforts to develop a comprehensive theory of marketing based on concepts from the physical and social sciences, but with the intent that theory should view marketing as management behaviour in an institutional and environmental context.

Sources of Data

The sources of data in introduction as well in literature review are both secondary with the work done by other researchers previously which have been provided in the report with proper references.

Proposed Methodology

The proposed methodology will address the effect of charge elasticities for assemblies of customers by drawing from them from join combined appeal purposes.

Anticipated Problems

We do not draw from our cost elasticity approximates from one-by-one customer appeal purposes, because there is deficient time-series facts and diagrams to approximate these functions.

Outline of Chapters

Chapter I includes the overview and history of the topic

Chapter II is the literature review

Chapter III consists of methodology on which the study will be ...