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Building the Right Relationships with the Right Customers. Objectives Be able to define the three steps of target marketing: My presentations Profile Feedback Log out. Here the seller focuses on subgroups within market segments who may seek a special combination of benefits. Political and Legal Factors. In targeting markets to serve the firm must consider its resources and objectives in setting strategy.

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

This refers to the degree to which the size and purchasing power of the segments can be measured. Psychographic Segmentation divides marketimgut market into groups based on social class, life style, or personality characteristics. The product’s position is defined by how consumers bbazat it on important attributes.

Age and life-cycle stage, sex, and income are three major demographic bases for segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for. Company size can be used.

Demographic information is also relatively easy to measure.


This is the degree to which an effective marketing program can be designed for attracting and serving segments. Amrketingut think you have liked this presentation. This works well when proximity is the critical segmentation variable. Aftesite dhe resorset e Firmes ne relacion me segmentet Look for Competitive Advantages.

Company Objectives and Resources.

Personalities may transcend other differences in markets and may be transferred to products themselves. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Here the seller identifies market segments, selects one w more of them, and develops products and marketing mixes tailored to meeting the needs of those selected segments. Consumer needs often vary with demographic variables.

This strategy commits a company to pursue a large share of markftingut or more submarkets. In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers. Select Target Segment s Market Targeting 3. Differential — Te ndryshem Segments must be effectively reached and served. 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 markeetingut distinguish them from the rest of the market.

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 marketibgut, service, or quality.

Business markets can be segmented by technology what customer technologies should we focus on? This involves forming segments of consumer who have similar needs and buying behavior even though they are located in different countries. Registration Forgot your password?


Chapter 7 Segmentimi dhe Pozicionimi në Marketing

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This is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. Market segmentation is the process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes.

Segments must be large or profitable enough to serve. Company resource limitations figure prominently in actionability issues. About project SlidePlayer Terms of Service.

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Situational segmentation may be based upon urgency such as quick delivery needsspecific application specific uses for the product or size of marketingu few large or many small accounts. Develop Measures of Segment Attractiveness 2. Must be able to attract and serve the segments. Personal comparisons can lead to segmentation by buyer-seller similarity companies with similar personnel and valuesattitudes toward risk focus on risk-taking or risk-avoiding companiesor loyalty focus on companies that show high loyalty to their suppliers.

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