E-Marketing Professionals

The seven market position strategies described below are relevant to a large number of situations.

1. Monosegment positioning. As the name suggests, monosegment positioning involves developing a product-and-marketing program tailored to the preferences of a single market segment. Successful implementation of this strategy would give the brand an obvious advantage within the target segment, but would not generate many sales from customers in other segments. This strategy is best used with mass-marketing.

2. Multisegment positioning. This consists of positioning a product so as to attract consumers from different segments. This is an attractive strategy since it provides higher economies of scale, requires smaller investments, and avoids dispersion of managerial attention. It is particularly appropriate when individual segments are small, as is generally the case in the early stages of the product's life cycle

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