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Products Positioning on a Heterogeneous Market

Author

Listed:
  • Liviu NEAMTU

    (Department of Management-Marketing-Economics, Faculty of Economical Science and Business Administration, Constantin Brancusi University, Targu-Jiu, Romania)

  • Adina-Claudia NEAMTU

    (Department of Management-Marketing-Economics, Faculty of Economical Science and Business Administration, Constantin Brancusi University, Targu-Jiu, Romania)

Abstract

Analyses realized on markets showed in time that these are not amorphous masses of buyers but are formed of different divisions that we can often find under the name of market segments. Market can be divided in more segments of request composed of buyers, instinctively in the search of the same characteristic of the products. The liability of the firm is that of defining well the segments and serves them well with perfectly adapted products. Business positioning on well-defined segments of consumers leads to a relationship optimization between the business field and consumers. The present study takes into discussion positioning strategy, from the 4 proposed business strategies. We have tried to underline the fact that the correspondent or defective model for issuing and application of the positioning strategy determined the success or the failure at the level of the entire firm.

Suggested Citation

  • Liviu NEAMTU & Adina-Claudia NEAMTU, 2012. "Products Positioning on a Heterogeneous Market," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 113-124.
    • Handle: RePEc:ddj:fseeai:y:2012:i:1:p:113-124
    as

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    File URL: http://www.ann.ugal.ro/eco/Doc2012.1/LiviuNeamtu_AdinaNeamtu.pdf
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    References listed on IDEAS

    as
    1. Gregory Dobson & Shlomo Kalish, 1988. "Positioning and Pricing a Product Line," Marketing Science, INFORMS, vol. 7(2), pages 107-125.
    2. Gruca, Thomas S. & Klemz, Bruce R., 2003. "Optimal new product positioning: A genetic algorithm approach," European Journal of Operational Research, Elsevier, vol. 146(3), pages 621-633, May.
    3. Allenby, Greg M. & Rossi, Peter E., 1998. "Marketing models of consumer heterogeneity," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 57-78, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Strategy; Segmentation; Positioning; Differentiation; Focusing;
    All these keywords.

    JEL classification:

    • F1 - International Economics - - Trade
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development
    • P4 - Political Economy and Comparative Economic Systems - - Other Economic Systems

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