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This refers to the degree to which the segments are large or profitable enough marketingutt service. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Develop Positioning for Each Target Segment 4.

This strategy uses the same marketing mix for the entire market. Company resource limitations figure prominently in actionability issues.

Requirements for Effective Segmentation Measurability. 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.

Given effective market segmentation, the firm must choose marketingjt markets to serve and how to serve them.

Differential — Te ndryshem Segments must be effectively marjetingut and served. Marketers must plan markrtingut to present the product to the consumer. Long run attractiveness includes an assessment of current and potential competitors, the threats of substitutes, and the power of buyers and suppliers.

Geographic segmentation divides the market into different geographic units based upon physical proximity. Business markets can be segmented by technology what customer technologies should we focus on?

While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes.

The company must collect and analyze data on current dollar sales, projected sales-growth, and expected profit margins for each market segment.


Chapter 7 Segmentimi dhe Pozicionimi në Marketing

Published by Jack Bradley Modified over 3 years ago. Economies and segment knowledge and service are strengths of this approach but risk due to smaller market size is greater. Segmentation may be most appropriate in abzat of the level of government stability, monetary regulations, receptivity to foreign firms, or the amount of bureaucracy encountered when conducting business.

Social class preferences reflect values and preferences that remain constant even as income increases. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Auth with social network: The product’s position is defined by how consumers view it on important attributes. As more competitors adopt this marketibgut, fragmentation of the market leads to Niche Marketing.

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

Here the seller focuses on subgroups within market segments who may seek a special combination of benefits. Identifying a segment is useless if the marketer has limited access to the customer. Countries might be grouped by population income levels or by overall level of economic development.

Objectives Be able to define the three steps of target marketing: Building the Right Relationships with the Right Customers. Chapter Six Segmentation, Targeting, and Positioning: Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Segments must be large or profitable enough to serve. Identify Bases for segmenting the Marketing.

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for. This is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers. Select Target Segment s Market Targeting 3.


Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude. Share buttons are a little bit lower. Personalities may transcend other differences in markets and may be transferred to products themselves.

Behavioral Segmentation divides markets into groups based on their baza, attitudes, uses, or responses to a product. 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.

Bazat e Marketingut

Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. This works well when proximity is the critical segmentation variable.

Differentiated Marketing Segment 3 C. Geographic location may be used to group businesses by proximity. Develop Measures of Segment Attractiveness 2. Aftesite dhe resorset e Firmes ne relacion me segmentet Look for Competitive Advantages.

Undifferentiated marketing provides economies of scale on product costs but may be limited in application. Consumer needs often vary with demographic variables. Here the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to meeting the needs maretingut those selected segments.

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