Segmentation and positioning in a basic industry |
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| Institution: | 1. Department of Molecular Biology and Genetics, Faculty of Engineering and Natural Sciences, Üsküdar University, Istanbul, Turkey;2. Department of Bioengineering, Faculty of Engineering and Natural Sciences, Üsküdar University, Istanbul, Turkey;3. Neuroscience Program, Health Sciences Institute, Uskudar University, Istanbul, Turkey;4. Molecular Biology, Genetics and Bioengineering Program, Faculty of Engineering and Natural Sciences, Sabanci University, Istanbul, Turkey;5. Sabanci University Nanotechnology Research and Application Center-SUNUM, Turkey |
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| Abstract: | Faced with a shrinking market and increased demand, many firms in basic industries are turning to the marketing concept as a strategy to enable them to be survivors in their industries. This research illustrates a framework that will help firms identify the major benefits industrial buyers are seeking, segment the market on the basis of the benefits sought, and estimate the position of their companies. This data enables the firms to select their target markets and develop a plan to position their firms to best serve the chosen target markets. |
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