Содержание
- 2. Marketing chain producer -> product -> consumer
- 3. Segmentation definition Market segmentation is the market fragmentation process based on specific criteria for possible homogeneous
- 4. Segmentation functions Helps to choose the market in which the company's operations will be profitable. Allows
- 5. Segmentation results Segmentation indicates how many segments of the market there are and what is the
- 6. Consumer segmentation criteria socio-economic (income, education, place of residence), demographic (age, gender, household size) geographic (place
- 7. Product criteria patterns of consumption (frequency of use of the product, brand loyalty), conditions of purchase
- 8. Segmentation procedures A priori segmentation - determines in advance dependent variables (criteria), assuming their relationship with
- 9. Features of a segment Measurability Extent Availability Sensitivity
- 10. Polish psychographic segmentation Success-oriented. 38% of the adult population of Poles, the share of the urban
- 11. AIO segmentation In 1971, William Wells and Douglas Tigert introduced the concept of attitudes, interests and
- 12. VALS Segmentation The Values and Lifestyles System - VALS), created in 1978 by SRI International, combined
- 13. VALS 2 At the end of the 80's VALS 2 was created in order to better
- 14. VALS 2 self-evaluation criteria Self-evaluation based on the principles of: consumer behavior is consistent with their
- 15. PRISM In the 70's Claritas Corporation of Alexandria developed a market segmentation system based on the
- 17. Скачать презентацию