Marketing Strategy and Competitive Positioning pdf ebook

The American Adventure theme park: a modern facility, with a Wild West emphasis (the 
park has closed since the research work was undertaken).
● 
Alton Towers: since 1990 it has been acquired by a series of owners including The Tus-
saud’s Group, Merlin Entertainments, Dubai International Capital and Prestbury. This 
is a large leisure facility based around a country house. It has inherited several natural 
1 
Note that where there is wide variation in the evaluations from individual respondents it may be necessary first 
to group respondents by perceptual segments, i.e. those sharing a common view of the market, prior to analysing 
alternative segment requirements.
Figure 8.3 
Modelling store 
images through the 
use of semantic 
scales
High quality
1
2
3
4
5
6
7
High prices
Helpful staff
Wide range
Traditional
Easy parking
Store A
Store B
Ideal store
Low quality
Low prices
Unhelpful staff
Narrow range
Modern
Limited parking

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CHAPTER 8 SEGMENTATION AND POSITIONING RESEARCH 
features, such as the house itself, the gardens and lakes, but particularly focuses on dra-
matic, white-knuckle rides.
● 
Belton House: one of many country houses owned by the National Trust and, as with 
most of these, has splendid gardens and furnished accommodation, which visitors may 
see. Atypical of National Trust properties, the house also has a large adventure play-
ground in a nearby wood, this being a venture started by the family who owned the house 
prior to its being passed on to the National Trust.
● 
Chatsworth House: one of the largest stately homes in the United Kingdom and still 
the residence of the owning family. Its extensive grounds and the house itself make it a 
popular place for families to visit.
● 
Warwick Castle: one of the best-kept and most-visited medieval castles in the United 
Kingdom. As with many estates, it has been lived in from medieval times and the cur-
rent owners have built a country house into the fabric of the building. Now owned by 
Prestbury Group and operated by Merlin Entertainments, the castle’s attractions have 
been extended beyond the building and its gardens, to include contemporary waxworks 
within the furnished accommodation, medieval knights, jousting tournaments and medi-
eval torture chambers.
●