MERCADO Y SEGMENTACION DE MERCADO EPUB
Check out my latest presentation built on , where anyone can create & share professional presentations, websites and photo albums in minutes. No information is available for this page. Transcript of Segmentación de Mercado, Producto y Marca. Universidad Nacional Autónoma de México Facultad de Contaduría y.
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Desarrollar mezcla de marke- ting para cada segmento meta Steps in Segmentation, Targeting, and Positioning Market Segmentation. Mercado y segmentacion de mercado segmentation is the process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes.
All buyers have unique needs and wants. Still it is usually possible in consumer markets to identify relatively homogeneous portions or segments of the total market according mercado y segmentacion de mercado shared preferences, attitudes, or behaviors that distinguish them from the rest of the market.
Market targeting is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter.
Segmentación de mercados,
Given effective market segmentation, the firm must choose which markets to serve and how to serve them. In targeting markets to serve the firm must consider its resources and objectives in setting strategy.
Market positioning is the process of formulating competitive positioning for a product mercado y segmentacion de mercado a detailed marketing mix. Marketers must plan how to present the product to the consumer.
The product's position mercado y segmentacion de mercado defined by how consumers view it on important attributes. Mercado y segmentacion de mercado en el mercado 5.
Crear un posicionamiento para cada segmento meta 4. In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers.
The argument for mass marketing is that it [should] lead to the lowest costs through economies of scale and prices and create the largest potential market. Here the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to meeting the needs of those selected segments.
As more competitors adopt this practice, fragmentation of the market leads to Niche Marketing. Here the seller focuses on subgroups within market segments who may seek a special combination of benefits.
This is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.
Segmentacion del mercado nissan
Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is mercado y segmentacion de mercado true that many consumer products have attribute differences associated with regional tastes.
Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations.
Consumer needs often vary with demographic variables. Demographic information is also relatively easy to measure. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation.
Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Psychographic segmentation cuts across demographic differences.
Social class preferences reflect values and preferences that remain constant even as income increases. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious.
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Personalities may transcend other differences in markets and may be transferred to products themselves. Behavioral Segmentation divides markets into groups based on their knowledge, attitudes, uses, or responses to a product.