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Personalities may transcend other differences in markets and may be transferred to products themselves.

As more competitors adopt this practice, fragmentation of the market leads to Niche Marketing. Still it is usually possible in consumer markets to identify relatively homogeneous portions or segments of the total market according to shared preferences, attitudes, or behaviors that distinguish them from the rest of the market.

Aftesite dhe resorset e Firmes ne relacion me segmentet Look for Competitive Advantages. Countries might be grouped by population income levels or by overall level of economic development.

Chapter 7 Segmentimi dhe Pozicionimi në Marketing – ppt video online download

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. Demographic information is also relatively easy to measure. We think you have liked this presentation.

Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioral Occasions, benefits, uses, or bqzat.

Bazat e Marketingut

The Seller engages in —. If you wish to download it, please recommend it to your friends in any social system. Geographic location may be used to group businesses by proximity. Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Segments must be large or profitable enough narketingut serve. Differentiated Marketing Segment 3 C. This refers to the degree to which the segments marketingtu large or profitable enough to service.


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Given effective market segmentation, the firm must choose which markets to serve and how to serve them. This refers to the degree to which the size and purchasing power of the segments can be measured.

The accuracy and availability of measures of market potential are important. Identifying a segment is useless if the marketer has limited access to the customer. Product and marketing variation also helps company image and may produce loyalty in consumers as they change segments. This is the degree to which an effective marketing program can be designed for attracting and serving segments.

Geographic segmentation divides the market into different geographic units based upon physical proximity. Five approaches are possible.

Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude. Segmentation can be by purchasing function organization centralized or decentralizedpower structure selecting companies controlled by a functional specialtythe nature of existing relationships current desirable customers or new desirable customersgeneral purchase policies focus on companies that prefer some arrangements over others such as leasing, related support service contracts, sealed bidsor purchasing criteria focus on noncompensatory criteria such as price, service, or quality.


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. Requirements for Effective Segmentation Measurability. Building the Right Relationships with the Right Customers. Segmentation by common language, religion, or values might be the best way to proceed.

Industry segmentation focuses on which industries buy the product. Chapter Six Segmentation, Targeting, and Positioning: This strategy focuses on the common needs of the market rather than differences in it.

This refers to the degree to which a market segment can be reached and served. Objectives Be able to define the three steps of target marketing: Identify Bases for segmenting the Marketing. Marketers must plan how to present the product to the consumer. Personal comparisons can lead to segmentation by buyer-seller similarity companies with similar personnel and valuesattitudes toward risk focus on risk-taking marketintut risk-avoiding companiesor loyalty focus on companies that show high loyalty to their suppliers.

Chapter 7 Segmentimi dhe Pozicionimi në Marketing

Differential — Te ndryshem Segments must be effectively reached and served. Economies and segment knowledge and service are strengths of this approach but risk due matketingut smaller market size is greater. Market positioning is the process of formulating competitive positioning for a product and a detailed marketing mix.