Market Segmentation with Prof. Antonella Salvatore

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“Price is not always an issue”, says Prof. Antonella Salvatore while lecturing Introduction to Entrepreneurship students. In a market that is increasingly filled with competitors offering similar products and services, companies are focusing on segmenting the market and creating a value proposition that is unique to their brand.

A product is not just a product, it changes the way that we are perceived by others, it gives us benefits that go beyond their utility. Each brand has an identity, a personality of its own and this is what positions the product or service in the market.

As Prof. Salvatore explains, though, competitive advantages can vary by segment depending on the needs and wants of each; that is why market segmentation has become a big focus when creating the marketing strategy of any organization.

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