Market segmentation and market diversity are two complementary concepts. Without a diverse market that consists of a wide range of people with a background, country of origin, interests, needs, and desires are different; there is little reason to conduct market segmentation. Before the widespread acceptance of the concept of marketing a common way to do business with consumers is through mass marketing, the marketing mix of product offerings or the same to everyone. Segmenting also focuses on the market following a more logical way to meet consumer needs.
Market segmentation can be defined as the process of dividing the market into slices of a typical consumer who has the same needs or properties and then select one or more segments to be targeted for a different marketing mix. Market segmentation is the first step in the marketing strategy of three stages. Marketing strategy three stages:
1. Dividing the market into homogeneous groups.
2. Selecting one or more segments are targeted. Marketers should take decisions on the basis of a special marketing mix of product, price, channel, and / or special promotions appeal to each segment distinct.
3. Determine product positioning (product positioning) so perceived by consumers in each segment of the target as a product that provides satisfaction better than many other competing offers.
[...] How to operate the market segmentation? Market segmentation studies are planned to determine the needs and desires of specific groups, so that goods and services can be specifically developed and improved to satisfy the needs of each group. Segmentation studies are also used to guide the re-design or re-position settings specific product or the addition of new segments. Research segmentation is used by marketers, various TV and radio stations to newspapers and magazines for: 1. Closing the gap products, 2. [...]
[...] Demographic data are easier to measure than many other segmentation variables. Various demography variables revealed a trend that signals the various business opportunities, such as a shift in age, gender, and income distribution. 3. Psychological Segmentation Psychological characteristics refer to properties intrinsic self or individual consumers. Consumer segmentation strategies are often based on different specific psychological variables. For example, consumers can be divided according to motivation, personality, perception, knowledge, and attitudes. 4. Psychographic Segmentation Forms of consumer research apparatus called lifestyle analysis. [...]
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