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Marketing in the Aeronautics and Space Industry Read chapter Read first chapter

2002 | OriginalPaper | Chapter

Market Segmentation and Positioning

Authors : Philippe Malaval, Christophe Bénaroya

Published in: Aerospace Marketing Management

Publisher: Springer US

Included in: Professional Book Archive

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The two fundamental marketing tools are segmentation and positioning. Basically, segmentation is splitting up the market into homogeneous sub assemblies in order to be able to choose an appropriate strategy for each one (targeting). Then, it is a question of making the clearest distinction possible between oneself and competitors in the mind of the customer. This is the object of positioning.

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Metadata
Title
Market Segmentation and Positioning
Authors
Philippe Malaval
Christophe Bénaroya
Copyright Year
2002
Publisher
Springer US
Book
Aerospace Marketing Management

Print ISBN: 978-1-4613-5377-5

Electronic ISBN: 978-1-4615-1065-9

Copyright Year: 2002

DOI
https://doi.org/10.1007/978-1-4615-1065-9_4