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EUR 34.00
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Alignment and Coordination of Customer Segmentation, Distribution Channel Segmentation and Overall Strategy of the Firm (English shop)
A Qualitative Study on Sporting Goods Industry
Thomas Roßberger (Author)Preview
Table of Contents, PDF (34 KB)
Extract, PDF (92 KB)
| ISBN-13 (Hard Copy) | 9783736990340 |
| ISBN-13 (eBook) | 9783736980341 |
| Language | English |
| Page Number | 152 |
| Lamination of Cover | matt |
| Edition | 1. Aufl. |
| Publication Place | Göttingen |
| Publication Date | 2015-11-11 |
| General Categorization | Dissertation |
| Departments |
Economics
|
| Keywords | Customer Segmantation, Distribution Channel Segmentation, Strategy, Sporting Goods Industry |
| URL to External Homepage | http://www.esm-academy.de |
Description
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.
