Chapter 5 Strategy Segmentation, Positioning and Pricing
Published: November 2011
Component type: chapter
Published in: Business Marketing: The Theory and Practice of B2B
Parent DOI: 10.23912/978-1-906884-54-3-2069
This chapter considers some of the elements that have strategic significance, namely segmentation, positioning and pricing. Segmentation is presented as a less than perfect form of marketing management, as consideration is given to some of the problems associated with choosing between segments and implementing the whole segmentation, targeting and positioning process successfully. In particular, the barriers to segmentation are examined. The following section examines how businesses should determine particular positioning strategies. Just as optimal target markets should be derived in the light of customer needs and seller resources and strategies, so positioning needs to take into account the requirements of all parties to a marketing relationship. The chapter concludes with a consideration of pricing issues in business markets.
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
Fill & McKee, 2011
Fill, C. & McKee, S. (2011) "Chapter 5 Strategy Segmentation, Positioning and Pricing" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1742
Abratt, R.R. (1993) Market segmentation practices of industrial marketers, Industrial Marketing Management, 22, 79-84
Albert, T. (2003) Need based segmentation and customised communication strategies in a complex-commodity industry, Industrial Marketing Management, 32 (4), 281-290.
Bailey, C., Baines, P., Wilson, H. and Clark, M. (2009) Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough, Journal of Marketing Management, 25 (3-4), 228-251.
Baines, P., Fill, C., and Page, K. (2011) Marketing, 2 edn, Oxford: Oxford University Press.
Barry, J. and Weinstein, A. (2009) Business Psychographics revisited: from segmentation theory to successful marketing practice, Journal of Marketing Management, 25 (3/4), 315-340
Beane, T.P. and Ennis, D.M. (1987) Market segmentation: a review, European Journal of Marketing, 21, 20-42
Boejgaard, J. and Ellegaard, C. (2010) Unfolding implementation in industrial market segmentation , Industrial Marketing Management, 39, 1291-1299
Bonoma, T.V. and Shapiro, B.P. (1983) Segmenting the Industrial Market, Lexington, MA: Lexington Books
Boyd, H.W., Walker, O.C. and Larreche, J.C. (1998) Marketing Management: a Strategic Approach with a Global Orientation, 3rd international edn, New York: McGraw-Hill/ Irwin.
Brennan R., Canning, L. and McDowell, R., (2007) Business to Business Marketing, Sage
Cardozo, R.N. (1980) Situational segmentation of industrial markets, European Journal of Marketing, 14 (5/6), 264-276
Christensen, C.M., Anthony, S.D., Berstell, G. and Nitterhouse, D. (2007) Finding the right job for your product, Sloan Management Review, 48 (3), 2-11
Christopher, M. (2000) Pricing strategy, in Cranfield School of Management (eds), Marketing Management: A Relationship Marketing Perspective, Basingstoke: Macmillan.
Crittenden, V.L., Crittenden, W.F. and Muzyka, D.F. (2002) Segmenting the business-to-business marketplace by product attributes and the decision process, Journal of Strategic Marketing, 10, 3-20
Day, M., Magnan, G.M. and Moeller, M.M. (2010) Evaluating the bases of supplier segmentation: A review and taxonomy, Industrial Marketing Management, 39, 625-639
Devine, N. (2011) The Four Buyer Types, retrieved 4 April 2011 from www.theprintcoach.com
Dibb, S. and Simkin, L. (2001) Market segmentation: diagnosing and treating the barriers, Industrial Marketing Management, 30 (8) (November), 609-625
Dibb, S. and Wensley, R. (2002) Segmentation analysis for industrial markets, European Journal of Marketing, 36 (1/2), 231-51
Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content, 5th edn Harlow: Pearson Education.
Freytag, P.V. and Clarke, A.H. (2001) Business to business segmentation, Industrial Marketing Management, 30 (6) (August), 473-486
Goller, S., Hogg, A. and Kalafatis, S.P. (2002), A new research agenda for business segmentation, European Journal of Marketing, 36 (1/2), 252-271
Griffith R.L. and Pol, L.G. (1994) Segmenting industrial markets, Industrial Marketing Management, 23, 39-46
Hooley, G.J. and Saunders, J.A. (1993) Competitive Positioning: The Key to Market Success, Englewood Cliffs, NJ: Prentice Hall
Hsu, C-I., Li, H-C., Liu, S-M. and Chao, C-C. (2011) Aircraft replacement scheduling: a dynamic programming approach, Transportation Research, Part E 47, 41-60
Kotler, P. (1984). Marketing Management, international edn, Englewood Cliffs, NJ: Prentice Hall
Mitchell, V.W. and Wilson, D.F. (1998) A reappraisal of business-to-business segmentation, Industrial Marketing Management, 27 (5) (September), 429-445
Naudé, P. and Cheng, L. (2003) Choosing between potential friends: market segmentation in a small company, Paper presented at the 19th IMP Conference, Lugano, Switzerland, www.impgroup.org/uploads/papers/4393.pdf (accessed 26 January 2004.)
Plank, R.E. (1985) A critical review of industrial market segmentation, Industrial Marketing Management, 14, 79-91
Powers, T.L. and Sterling, J.U. (2008) Segmenting business-to-business markets: a micro-macro linking methodology, Journal of Business & Industrial Marketing, 23 (3), 170-177
Ries, A. and Trout, J. (1972) The positioning era cometh, Advertising Age, 24 April, 35-38
Rogers, Everett M. (1962). Diffusion of Innovations. The Free Press. New York.
Shipley, D. and Jobber, D. (2001) Integrative pricing via the pricing wheel, Industrial Marketing Management, 30 (3) (April), 301-314
Simkin, L. (2008) Achieving market segmentation from B2B sectorisation, Journal of Business & Industrial Marketing, 23 (7), 464-474
Smeltzer, L.R. and Carr, A. (2002) Reverse auctions in industrial marketing and buying, Business Horizons, 45 (2) (March-April), 47-52
Smith, Wendell. 1956. Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing. July pp 3-8
Weinstein, A. (1994). Market Segmentation, Chicago: Probus.
Wengartner, M.H. (1987). Leasing asset lives and uncertainty: guides to decision making, Financial Management, 16 (2) (Summer), 5-13.
Whitely, D. (2000) e-Commerce: Strategy, Technologies and Applications, London: McGraw-Hill.
Wind, Y. (1978) Issues and advances in segmentation research, Journal of Marketing Research, 15, 317-337.
Wind, Y. and Cardozo, R.N. (1974) Industrial market segmentation, Industrial Marketing Management, 3 (March), 153-166
Wykes, T. (2003) NCW News, The 4th Annual Construction Marketing Conference - 29 and 30 October; www.ncw.org.uk/news/DisplayNews.cfm?EntryNum=92 (accessed 30 January 2004.)