ABSTRACT
This chapter reviews segmentation, targeting and positioning. It begins by explaining the benefits of segmentation and targeting for both providers and customers. The chapter discusses of different approaches to market targeting and explains the key elements of positioning and repositioning. It explores how digital marketing is impacting upon segmentation strategies. Segmentation is concerned with the process of identifying different groups of customers who are similar in ways that are relevant to marketing. Segmentation is essentially a process whereby a provider of goods or services chooses to group prospective customers together on the basis of a set of common characteristics that have significant implications for its marketing activity. Positioning refers to the way in which an organisation tries to communicate its value proposition to its target market in order to convince customers that it has a distinct offer. Positioning represents a logical step that follows the processes of segmentation and targeting.
