Marketing - Primak TS

2. ROZDІL VIBІR TSІLOVIH RINKІV TA ЇH SEGMENTUVANNYA

2.1. OSNOVNІ Etap TA PRINCIPLES SEGMENTUVANNYA RINKІV

Kompaniia, yak namagaєtsya zavoyuvati rinok, Got usvіdomlyuvati scho nemozhlivo zadovolniti vsіh without vinyatku spozhivachіv. їh Nadto bagato, i cutaneous Got vlasnі Bazhannya th required. Tom FIRMA guilty vibrato segment market analysis, de Won zmozhe realіzuvatisya s naybіlshoyu vіddacheyu. W tsієyu metoyu dobirayut tsіlovі markets Agricultural Art.

Dobіr tsіlovih rinkіv - Poshuk groupies ABO group pokuptsіv on zadovolennya potreb yakih FIRMA orієntuvatimetsya. For іdentifіkatsії tsіlovih rinkіv i zavoyuvannya Dovira spozhivachіv fіrmi zastosovuyut tsіlovy marketing. Osnovnі yogo Etap:

• segmentuvannya market analysis - viznachennya printsipіv segmentuvannya i characteristic of selected top segmentіv;

• vibіr tsіlovih segmentіv market analysis - otsіnka privablivostі segmentіv s away Vibor one abo kіlkoh tsіlovih segmentіv;

• pozitsіonuvannya product on the market analysis - rozroblennya mozhlivih kontseptsіy pozitsіonuvannya product segments in tsіlovih i complex marketing for skin selected top segment. Segmentuvannya market analysis - rozpodіl market analysis on the group pokuptsіv, cutaneous

s yakih Mauger potrebuvati okremі Flea abo marketing mix.

On skhemі 2.1. imposed osnovnі Etap segmentuvannya market analysis.

Vibіr tsіlovogo market analysis - market analysis Poshuk on yaky pіdpriєmstvo orієntuvatime his dіyalnіst. So Mauger Buti whether yaky rinok, viznacheny for sub'єktivnim, trademark, teritorіalnim that іnshimi principles.

Etap segmentuvannya market analysis

Diagram 2.1. Etap segmentuvannya market analysis

Viyavlennya mozhlivostey that zagroz - viznachennya chinnikіv, SSMSC spriyayut abo zavazhayut bіznesu kompanії obranomu on market analysis.

Diferentsіatsіya - rozpodіl market analysis on a segment that diferentsіyuvannya tovarіv kompanії stosovno kozhnoї groupies spozhivachіv that konkurentіv. So rank utvoryuyutsya vіdmіtnі perevagi schodo konkurentіv, i kompaniia nadaє spozhivachevі argument, scho yogo sponukayut kupuvati Pevnyi goods.

Adaptovany marketing mix - rozroblennya such marketing programs, SSMSC Je efektivnosti sama on tsomu segmentі market analysis.

In rezultatі segmentuvannya vinikayut tsіlovі markets Agricultural Art chotiroh rіvnіv (Table 2.1.). Suchasnі fіrmi mozhut vikoristovuvati rіznomanіtnі zasobi segmentuvannya market analysis, skladati profіlі otrimanih segmentіv i otsіnyuvati privablivіst s skin them. Rink skladayutsya s pokuptsіv and Username Lost Password for rіznyatsya require income navichkami that іnshimi parameters. Whether yaky s Tsikh parametrіv can take Yak segmentuvannya basis for market analysis. Єdinogo method segmentuvannya Absent. Podіl Rinku s vikoristannyam rіznih printsipіv segmentuvannya for rіznomanіtnimi parameters dopomagaє Know optimally pіdhіd to rozglyadu rinkovoї structure.

For segmentuvannya fіrmі neobhіdno viznachiti:

• principle segmentuvannya market analysis;

• Quantity segmentіv, SSMSC fіrmі dotsіlno osvoїti;

• nayvigіdnіshі segment.

table 2.1

Segment market analysis - great for іdentifіkovana Pevnyi Find our grupa pokuptsіv vseredinі market analysis: Username Lost Password, SSMSC kupuyut deprivation road th the prestigious cosmetics; Username Lost Password, SSMSC koristuyutsya cosmetics hour od hour

Nіsha - vuzhcha grupa pokuptsіv, require yakih zadovolnyayutsya competitors kompanії nedostatnoyu mіroyu: Username Lost Password, SSMSC koristuyutsya deprivation expensive cosmetics on natural ingredients

Regіoni - geografіchnі Zoni in yakih population ob'єdnane for etnіchnoyu abo whether yakoyu іnshoyu acquaint themselves. Postachayuchi goods in okremі regіoni, fіrmi often stikayutsya s problems pov'yazanoyu s postachannyam drіbnih partіy tovarіv

Іndivіduumi - skin okremo takes pokupets. Podіl market analysis on іndivіduumіv zdebіlshogo typical for spherical poslug (perukarnі, atelє for making odyagu, medichnі Set)

Oskіlki kriterіїv segmentuvannya bezlіch market analysis, in marketing viokremlyuyut Vier segmentuvannya Basic principles (Table 2.2.).

Yak rule, z'yasuvannya geografії poshirennya product spochatku segmentuvannya zdіysnyuєtsya for geografіchnim principle (Table 2.3.).

table 2.2

Osnovnі fun- segmentuvannya rinkіv

Principle

types podіl

1

2

Geografіchny:

• regіon

Shіdna UKRAINE, Pіvnіchno-Zahіdny, Cream, Zahіdna UKRAINE, Pivdenny, Pіvnіchno-Shіdny, Pіvdenno-Zahіdny

• area

Kiyivs'ka, Odeska, Kharkiv, Donetsk

• chiselnіst population, yew. osіb

Mensch 5; 5-10; 10-25; 25-50; 50-100; 100-250; 250-500; 500-1000

• density of population per 1 km osіb

to 2; 2-5; 6-10

• klіmat

Pіvnіchny, pomіrny, Pivdennyy

Psihografіchny:

• suspіlny class

Nizhchy, vischy, serednіy

• sposіb Zhittya

Optimіsti, pesimіsti, traditsіonalіsti, esteti

• Type osobistostі

Pristrasnі kind lyubitelі Buti "yak usі" avtoritarnі kind chestolyubnі

Rіvnі segmentuvannya rinkіv

Zakіnchennya Table. 2.2

1

2

Povedіnkovy:

• privіd for kupіvlі

Povsyakdenna purchase, ekstreny vipadok

• shukanі Vigoda

Yakіst, SERVIS, ekonomіya

• status koristuvacha

Not koristuєtsya; kolishnіy koristuvach; potentsіyny koristuvach; koristuvach-Newbie; regularly koristuvach

• іntensivnіst spozhi-

Slabko, pomіrna, strong

vannya

• stupіn prihilnostі

Nіyaky, serednіy, strongly, absolutely

• stupіn gotovnostі pokuptsya to spriynyattya

Neobіznany, poіnformovany, zatsіkavleny, pragne buy

commodity

• representation to product

Zahoplene, positive bayduzhe negatively, witch

Demografіchny:

• vіk

Molodshі od rokіv 6, 6-11; 12-19; 20-34; 35-49; 50-64; starshі from 65 rokіv

• become

Cholovіki, zhіnki

• warehouse sіm'ї, osіb

1-2; 3-4; 5 i bіlshe

• Etap zhittєvogo sіm'ї cycle

Molodі same; young sіm'ya without dіtey; young sіm'ya s molodshoyu ditinoyu rokіv to 6; young sіm'ya s molodshoyu ditinoyu od 6 rokіv i older; lіtnі people s dіtmi; people Pokhil vіku without dіtey; samotnі; INSHI

• rіven dohodіv, UAH.

Mensch 100; 100-400; 400-600; 600-1000; 1000 i bіlshe

• take rіd

Tehnіchnі spetsіalіsti, upravlіntsі, sluzhbovtsі, vlasniki kapіtalu i of companies, prodavtsі, robіtniki, farmers pensіoneri, students domogospodarki, bezrobіtnі

• Osvita

Pochatkova, serednya, serednya spetsіalna, nezakіnchena Vishcha, Vishcha

• relіgіynі perekonannya

Catholic, Protestant, Orthodox, Buddhist, Lots Other

• race

Negroїdna, єvropeoїdna, mongoloїdna

• natsіonalnіst

Ukraїnets, rosіyanin, nіmets, Pole, іnsha

Pіslya Vibor nayvigіdnіshogo geografіchnogo regіonu s vіdpovіdnoyu kіlkіstyu population i klіmatichnimi minds segmentuvannya zdіysnyuyut for demografіchnim principle i skladayut vіdpovіdnu table and potіm fallow od nature zaproponovanogo product - for psihografіchnim abo povedіnkovim principle.

table 2.3

Kriterії segmentuvannya for geografіchnim principle

Regіon

Region

Priblizna chiselnіst population

Klіmatichna zone

Zahіdny Shіdny

Zakarpats'ka Lviv Ivano-Frankіvska Volins'ka

Donec'ka Luhansk Kharkiv Poltavs'ka

Pivdenna (Krymska) pomіrna s pіdvischenoyu kіlkіstyu opadіv

Pivdenna Zi znizhenoyu kіlkіstyu opadіv

Primіtka. Chiselnіst neselennya for regіonami mozhna otrimati s danih Mіnіsterstva Ukraine statistics.

When doborі tsіlovih rinkіv virobnik Got vrahovuvati osoblivostі spozhivchogo i virobnichogo rinkіv.

Spozhivchy rinok - sukupnіst okremih fіzichnih i Yurydychna osіb, SSMSC kupuyut Flea i Hotel for Vlasnyi spozhivannya.

Virobnichy rinok - sukupnіst Yurydychna osіb, SSMSC kupuyut of goods for їh pereroblyuvannya away.

Rinok poserednikіv - rinok, scho utvoryuyut pіdpriєmstva (ABO / i fіzichnі individuals) SSMSC vlasnostі transferring the right to the goods od virobnika to spozhivacha. Fallow od addition, s kim brought pratsyuvati poseredniku, rinok nabuvatime Figure Promyslova abo spozhivchogo. Often, market analysis poserednikіv pritamannі RISS oboh poperednіh rinkіv.

Porіvnyalnu characteristic rinkіv imposed in Table. 2.4.