旅游市场营销4资料.pptVIP

* * 3. Concentrated segmentation marketing Three generic strategies: — to segment smaller specialist segments which are associated with niche marketing — aiming to dominate a small market corner which others do not consider worthwhile pursuing * * Positioning: — the way in which a company, tourism offering, destination or country is viewed in relation to other companies or organisations, by customer segments. Definition: Britian:“a trendy place with stylish clothes, shopping, music and clubs” * * Positioning: — positioning lies ultimately in the eyes of the consumer.