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.
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Print ISBN
9783736990340
Edition
1Table of contents
- ACKNOWLEDGEMENT
- ABSTRACT
- TABLE OF CONTENTS
- LIST OF FIGURES
- LIST OF TABLES
- INTRODUCTION
- CHAPTER 1. LITERATURE REVIEW
- CHAPTER 2. METHODOLOGY
- CHAPTER 3. CASE OF MARKETING DRIVEN SEGMENTATION
- CHAPTER 4. RESULTS
- CONCLUSIONS AND SUGGESTIONS FOR FURTHER STUDIES
- References
- Interview Company A
- Interview Company B
- Interview Company C
- Interview Company D