|Book Series (74)||
|ISBN-13 (Hard Copy)||9783736990340|
|Lamination of Cover||matt|
|Keywords||Customer Segmantation, Distribution Channel Segmentation, Strategy, Sporting Goods Industry|
|URL to External Homepage||http://www.esm-academy.de|
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.