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'How do we define and profile our costumer?'
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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Table of contents 1. Introduction 2 2. Market segmentation 2.1. Market segmentation concept 3 2.2. Market segmentation process 3 3. Segmentation 3.1. Consumer market segmentation 4 3.2. Organizational market segmentation 6 3.3. Segmentation analysis 6 4. Targeting 4.1. Targeting strategies 7 4.2. Selecting target segments 9 5. Positioning 5.1. Steps in determining a positioning plan 9 5.2. Perceptual maps 10 5.3. Repositioning existing brands 11 5.4. Positioning problems 12 6. Essential Qualities for Effective Segments 12 7. Portuguese Example, SONAE 13 8. The future of market segmentation 15 9. Conclusion 16 10. Bibliography 17 1. Introduction Individual customers have different habits, tastes, motivations, ways to look at a product. Therefore it is required that marketing develops the methodologies that meet the potential costumer's needs. In order to do that, the fundamental question can be: 'How do we define and profile our costumer?'. Only after finding the answer to this question we can take other meaningful marketing decisions. "Segmentation can be viewed as the art of discerning and defining meaningful differences between...
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