Summary
Summary Hoofstuk 2
- Course
- Industrial Psychology 224
- Institution
- Stellenbosch University (SUN)
Opsomming van Hoofstuk 2
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Hoofstuk 2: Marksegmentering en intydse bie1.1 Verstaan hoe om die mark te segmenteer volgens demografie, lewenstyl,
produkvoordele en -gebruik, en mediablootstelling
Marksegmentering
• Om die mark te verdeel in afsonderlike segmente van verbruikers met
ooreenstemmende behoeftes en eienskappe
• Elke groep is verskillend van die ander groepe
• Na die verdeling, kies maatskappye segmente wat bereikbaar is en so word
produkte en dienste geposisioneer
• Die mark word hoofsaaklik gesegmenteer volgens kwantitatiewe en kognitiewe
faktore
Kwantitatiewe faktore
• Numeries
• Verbruiker-intrinsiek: demografie, geslag, ouderdom, inkomste
• Vebruikersgebaseerd: produk volume verkope, tempo van aankope
Kognitiewe faktore
• Abstrak, eie aan verbruiker, onsigbaar
• Vebruiker-intrinsiek: persoonlikheid, kulturele waardes
• Verbruik-spesifiek: voordele, houding teenoor aankope
Bemarkers kombineer faktore
• Demografie bepaal die behoeftes van produkte
• Psigografie verduidelik kopers se aankoopbesluite en keuses
Demografiese segmentasie
• Primêre strategie van bemarkers: logies, koste-effektief, presies
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