Segmentacion

1218 words - 5 pages

Unidad 7 Segmentación, mercado meta y posicionamiento: Desarrollo de las relaciones adecuadas con los clientes correctos. Tres pasos del marketing meta: la segmentación de mercados, el mercado meta y el posicionamiento en el mercado. Construir relaciones correctas con los clientes correctos. Segmentación del mercado * Identificación de las bases para la segmentación del mercado * Desarrollo de perfiles de segmentos Marketing meta * Desarrollo de medidas del atractivo del segmento * Selección de los segmentos meta Posicionamiento en el mercado * Desarrollo de posicionamiento para los segmentos meta * Desarrollo de una mezcla de marketing para c ...view middle of the document...

3-Segmentación Psicográficas: Dividir un mercado en base al estilo de vida, clase social o características de personalidad. 4-Segmentación conductual: dividir un mercado en base en el conocimiento, las actitudes, el uso o la respuesta de los consumidores hacia un producto. El mejor punto para iniciar la segmentación del mercado. Segmentación de mercados industriales: Segmentación demográfica del negocio: Por industria, por tamaño de la empresa, por ubicación Variables operativas: Tecnología, situación de uso, capacidad del cliente Métodos de compra Factores situacionales: Urgencia, aplicación específica, tamaño del pedido Características específicas: Semejanzas entre el comprador y el vendedor, actitudes hacia el riesgo, lealtad Segmentación de mercados internacionales: Segmentación geográfica: Lugar o región Factores económicos: Ingreso de la población o nivel de desarrollo económico Factores políticos y legales: Tipo / estabilidad del gobierno, reglamentación monetaria, grado de burocracia, etcétera. Factores culturales: Idioma, religión, valores, actitudes, costumbres, patrones de conducta La eficacia del análisis de segmentación depende de encontrar segmentos que sean medibles, accesibles, sustanciales, diferenciables y aplicables. Medibles: Tamaño, poder adquisitivo, y perfil del segmento Accesibles: Se pueden abordar y atender Sustanciales: Grandes o lo suficientemente redituables Diferenciables: Responden de forma distinta Aplicables: Es posible diseñar programas efectivos Marketing Meta Fig.7.2 Para dirigirse a los mejores segmentos de mercado, la empresa primero evalúa el tamaño y las características de crecimiento de cada segmento, su atractivo estructural y su compatibilidad con los recursos y objetivos de la compañía. Mercado meta: Consiste en un conjunto de compradores que tienen necesidades o características comunes, a las cuales la compañía decide atender. Las cuatro estrategias de MKT meta Van desde una cobertura muy amplia hasta una muy estrecha. 1-MKT no diferenciado: el vendedor ignora diferencias entre segmentos y realiza una cobertura amplia. Esto implica producción masiva, distribución masiva y promoción masiva, casi de la misma forma para todos los consumidores. 2-MKT diferenciado: Desarrollar diferentes ofertas de mercado para varios segmentos. 3-MKT Concentrado o de nicho: Consiste en enfocarse solo en uno o en unos cuantos segmentos...

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Segmentacion

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