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Products Positioning on a Heterogeneous Market

Listed author(s):
  • 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)

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.

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Article provided by "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration in its journal Economics and Applied Informatics.

Volume (Year): (2012)
Issue (Month): 1 ()
Pages: 113-124

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Handle: RePEc:ddj:fseeai:y:2012:i:1:p:113-124
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No. 59-61, Nicolae Balcescu Street, Postal Code 800008, Galati

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  1. Allenby, Greg M. & Rossi, Peter E., 1998. "Marketing models of consumer heterogeneity," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 57-78, November.
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