search query: @author Haedrich, G. / total: 10
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| Author: | Haedrich, G. Gussek, F. Tomczak, T. |
| Title: | Differenzierte Marktbearbeitung und Markterfolg im Reiseveranstaltermarkt der Bundesrepublik Deutschland. |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1989 : VOL. 11:1, p. 11-18 |
| Index terms: | MARKET SEGMENTATION MARKETING STRATEGY TOURIST INDUSTRY |
| Language: | ger |
| Abstract: | Market segmentation may rely on socio- demographic, psychographic or behaviour oriented factors. In the case of tourism such factors are: the motive of the trip, family standing, educational level, income level, age etc. The article examines the impact of market segmentation on business success as measured by profit, growth and risk level. It is found that success is highest in lowly and highly segmented markets and lowest in medium segmented ones. |
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