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Principles of Marketing and E-commerce by Pearson
book

Principles of Marketing and E-commerce by Pearson

by Isita Lahiri, Sujit Kumar Ghosh
May 2024
Beginner content levelBeginner
472 pages
19h 53m
English
Pearson India
Content preview from Principles of Marketing and E-commerce by Pearson
Segmenting, Targeting and Positioning 57
Risk-bearing capability: Every segment poses risk but the degree of risk involved varies with
the segments. Before de ning a segment, the marketer should forecast the risk involved in that
segment in terms of the possibility of new entrants or substitutes.
Segment-related factors: Besides the organizational factors, some other factors related to the
features of segments also have in uence on determining the bases of segmentation. The following
are those factors:
Pattern of demand: A product may have a short span of life in one segment but may last in
another segment for a long period. Marketers must have a clear idea about the sustainability of
demand for a product. Accordingly ...
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Publisher Resources

ISBN: 9781299487246Publisher Website