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[How does the practice of marketing work within the bicycle industry? This chapter examines the bicycle marketing focusing on its three pillars, which consist of understanding customers through market segmentation, designing a market offering for those customers who bicycle firms choose to serve and using sports as a marketing tool. For each topic, the chapter discusses the evolution of marketing practice since the birth of the bicycle industry. Furthermore, the chapter is enriched through examples, based on data, showing market segmentation approaches, market offering hierarchies and participation by bicycle firms to key stage-races on the road.]
Published: Nov 4, 2020
Keywords: Market segment; Segmentation variable; Product line; Model; Product variant; Annual model change; Road racing
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