Effect Of Market Segmentation And Positioning On Company Performances A Study Of Selected Text Book Publishing Company In Owerri:- Uka Michael O

ABSTRACT

l The critical examination of the effect of market segmentation and positioning in publishing firms has shown a mixed impact. Both positive and negative impacts/results were found out although the positive impact outweighs these of the negative impacts. Market segmentation and positioning leads to a number of benefits’ like producing the customers actual want by market practitioners creates the possibility of the market to know the appropriate step to take in promotion analyzing differences in the market response if the firms strength. In understanding the customers' needs meeting changing-customers demands, profitability and a list of others. The selected firm also uses product positioning to achieve their aims. The firms marketing operations are regionally structured however; the adequate provision of funds, the firms should engage more in market research, and survey the organization so as to put in more effort to train their sales executive.