Sayra Martínez
Mind Map by , created about 4 years ago

MAPA CONCEPTUAL

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Sayra Martínez
Created by Sayra Martínez about 4 years ago
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CAP 6
1 Market segmentation
1.1 Dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviours that might require separate marketing strategies or mixes
1.1.1 Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with product and services that marhc their unique needs.
1.1.2 SEGMENTING CONSUMER MARKETS
1.1.3 SEGMENTING BUSINESS MARKETS
1.1.3.1 Consumer & business marketers use many of the same variables to segment their markets.
1.1.4 SEGMENTING INTERNATIONAL MARKETS
1.1.4.1 They can segment by geographic location, economic factors,
1.1.5 SEGMENTING FOR EFFECTIVE SEGMENTATION
1.1.5.1 1.- Measurable: the size, purchasing power, and profiles of the segments can be measured
1.1.5.2 2.- Accessible: The market segments can be effectively reached and served
1.1.5.3 3. Susbtantial: The market segments are large or profitable enough to serve.
1.1.5.4 4.- Differentiable: The segments are conceptually distinguisable and respond diferently to different marketing mix elements and programs.
2 Market Targeitng
2.1 Target market: A set of buyers sharing common needs or characteristics that they company decides to serve
2.1.1 Micromarketing: Tailoring products and marketing programs to the needs, and wants of specific individuals and local customer segments; it includes local marketing and individual marketing
2.1.1.1 Local: cities, neighborhoods
2.1.1.2 Individual: Individual consumers