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All content in this area was uploaded by Mark Anthony Camilleri on Feb 26, 2018
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Content uploaded by Mark Anthony Camilleri
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All content in this area was uploaded by Mark Anthony Camilleri on Feb 26, 2018
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Content uploaded by Mark Anthony Camilleri
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All content in this area was uploaded by Mark Anthony Camilleri on Aug 12, 2017
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Market Segmentation, Targeting and Positioning
By Mark Anthony Camilleri1, PhD (Edinburgh)
How to Cite : Camilleri, M. A. (2018). Market Segmenta#on, Targe#ng and Posi#oning. In Travel Markeng,
Tourism Economics and the Airline Product (Chapter 4, pp. 69-83). Springer, Cham, Switzerland.
Abstract
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4.1 Introduction
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4.2 The Market Segment
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4.3 Market Segmentation
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4.3.1 The Benefits of Segmentation
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4.4 Segmentation Variables
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4.4.1 Demographic Segmentation
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4.4.5 Product-related Segmentation
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4.5 The Requirements for Effective Segmentation
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4.5.1 Measurability
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4.6 Market Targeting
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4.6.1 An Undifferentiated Marketing Strategy
4.6.2 A Differentiated Marketing Strategy
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4.6.3 Concentrated marketing
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4.7 eTourism: Targeting Customers in the Digital Age
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4.8 Targeted Segmentation through Mobile Devices
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4.10 Questions
What is market segmentation?
If your company is working with very limited resources. Which alternative would you
recommend and why?
Define product positioning and briefly state its relevance to the airline industry.
Outline in your own words, the variable which you could use, when segmenting the
business travel market in the airline industry.
4.11 Summary
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