Alignment and Coordination of Customer Segmentation, Distribution Channel Segmentation and Overall Strategy of the Firm. A Qualitative Study on Sporting Goods Industry
(Sprache: Englisch)
The modern term of segmentation in marketing and sales can be observed in markets all over the world. In many established European markets a hyper-segmentation (Perez, 2008; Berghoff, 2007) is surpassing this development already. The term of...
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The modern term of segmentation in marketing and sales can be observed in markets all over the world. In many established European markets a hyper-segmentation (Perez, 2008; Berghoff, 2007) is surpassing this development already. The term of hyper-segmentation expresses the tendency of a market allocation in too many subsegments or small niches. Facing a highly competitive market environment, producers are confronted with limited or declining market shares as well as constant pressure on product prices and costs. 'Blue Oceans' (Kim & Mauborgne, 005), thestill unexploited markets, are the desire of any sales oriented company. Discovering these Blue Oceans is demanding and entering them requires a considerable initial funding.
Bibliographische Angaben
- Autor: Thomas Roßberger
- 152 Seiten, Maße: 14,8 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Cuvillier Verlag
- ISBN-10: 3736990340
- ISBN-13: 9783736990340
- Erscheinungsdatum: 11.11.2015
Sprache:
Englisch
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