ABSTRACT
This study is a research into the effect of market segmentation and positioning on company performance in selected textbook publishing firms in Owerri.
The study seeks to find out how market segmentation and product positioning help the firms in achieving greater part of it’s sales objectives.
In an attempt to carry out the study effectively, a total sample of sever firms were judgmentally selected this simple random sampling technique and the chi-square statistical tools was used for this study:
i.From the analysis of the data was deduced that the selected firms consider the application of market segmentation and positioning as why important part of firms sales objectives
ii.The selected firm also uses product positioning to achieve their aims.
iii.The firms marketing operations are regionally structured however, it was noted that the firms is selling to all the academic field.
Finally the adequate provision of funds.
a.There should be adequate provision of funds.
b.The firms should engage more in market research and survey the organization should put in more effect to train their sales executive.
c.The should improve on advertising and other sales promotional mix.
d.Lastly , the issue of transportation and distributional facilities should be improved
TABLE OF CONTENT
Cover page
Title page
Dedication
Approval page
Acknowledgement
Abstract
Table of contents
CHAPTER ONE
Introduction
1.1 Background of the study
1.2 Statement of problem
1.3 Purpose of the study
1.4 Research question
1.5 Statement of hypothesis
1.6 Significance of the study
1.7 Scope of the study
1.8 Definition of terms.
CHAPTER TWO
Literature review
2.1 Meaning and scope of segmentation and positioning
2.2 Bases for segmentation and positioning
2.3 Criteria for segmentation and positioning
2.4 Attributes used to select target segments
2.5 Why segmenting market and product positing
2.6 Factor influencing segmentation and position
2.7 Qualities of a market segmentation & positioning
2.8 Tactical application
2.9 Types of market segment & positioning
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research design
3.3 Methods of data collection
3.4 Sample plan
3.5 Data analysis techniques
3.6 Limitations of the study
CHAPTER FOUR
4.1 Data presentation and analysis
4.2 Discussion and finding
CHAPTER FIVE
5.1 Summary and findings
5.2 Conclusion
5.3 Recommendation
