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TEMA 10
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APUNTES CLASE COMPLETADOS MANUAL Y DIAPOSITIVAS
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MARKETINGTema 10. Heterogeneidad de clientes. Segmentación
de la demanda. Paneles de consumidores,
demanda individualizada y CRM.
Derecho-ADE. Curso 2015-2016
Beatriz Barreira Acosta
,Contenido
1. Introducción........................................................................................................................................ 4
Etapas de segmentación ................................................................................................................ 4
2. Macro-segmentación ......................................................................................................................... 5
Mercado de referencia .................................................................................................................... 6
Criterios para delimitar el mercado de referencia .......................................................................... 6
3. Micro-segmentación........................................................................................................................... 7
3.1. Planteamientos generales .......................................................................................................... 8
Clasificación .................................................................................................................................... 9
3.2. Bases para segmentar ................................................................................................................ 9
Segmentación del mercado de consumidores ............................................................................... 9
Segmentación del mercado de empresas ................................................................................... 10
Segmentación del mercado internacional .................................................................................... 10
¿Qué es necesario para una segmentación efectiva? ................................................................ 11
3.3. Análisis de los segmentos ........................................................................................................ 11
Estimar el potencial de los segmentos......................................................................................... 11
4. Selección de los segmentos objetivo .............................................................................................. 11
Estrategia en la segmentación. .................................................................................................... 12
Estrategias de cobertura de mercado de referencia .................................................................... 12
El uso óptimo de la segmentación ............................................................................................... 12
Elección de los mercados objetivos: la hipersegmentacion y la contrasegmentación. .............. 13
Posicionamiento ........................................................................................................................... 13
¿Cómo posicionarse? ................................................................................................................... 14
Comunicar el posicionamiento ..................................................................................................... 14
¿Por qué posicionarse?................................................................................................................ 14
Errores de posicionamiento .......................................................................................................... 14
5. La demanda individual y CRM ......................................................................................................... 14
Marketing de relaciones ............................................................................................................... 15
Gestión de relaciones con clientes o Customer relationship management (CRM) ........................ 15
MARKETING
Beatriz Barreira Acosta
2
, Atraer, retener y aumentar clientes .............................................................................................. 15
Desarrollar y mantener relaciones de largo plazo con los clientes y customer equity ............... 15
Marketing de relaciones ............................................................................................................... 16
CLV ............................................................................................................................................... 16
Proceso del marketing de relaciones: .......................................................................................... 17
MARKETING
Beatriz Barreira Acosta
3
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