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segmentation and positioning (technical clerk for marketing IHK )
If we have a large, confusing at first group of people split into various smaller groups, we speak of segmentation. A segment is a part of a larger whole. The big picture is in marketing a first very heterogeneous (= diverse) the total market. segmentation means, therefore, split a total heterogeneous market into homogeneous sub-markets to determine target groups. make
segmentation criteria (selection)
To this segmentation, various criteria proposed gene. We want first consider those criteria in the survey.
We can segment by
demographic criteria
; psychographic criteria
geography chen Criteria
;
Demographic
The segmentation by demographic criteria, based on criteria such as age, marital status, gender, income, etc. (= Demographically, the population, for example). Demographic criteria have the advantage that they are very light-bar easily documented and measurable.
Psychographic criteria
The segmentation by psychographic criteria is based on psychological factors, such as setting and character traits. Such features can be: lifestyle, such as tree-huggers "," yuppies ", etc., character traits, such as" open "," jammed "," sociable "etc.
Geographic criteria
Segmentation by geographic area is, for example, by state, zip code areas, city size, etc.
positioning
We now consider the position. positioning means, a role in Be-consciousness of the customer to . You can either visit a company position itself as a product in the mind of the customer.
"unique selling proposition, USP XE "\\" unique selling proposition \\ "USP"
represented some marketing experts believe that a product is a so-called "unique selling proposition", a unique selling position efforts ben. ("unique" = unique "to sell" = sell, "proposition" = assertion or proposition). We can translate the term "unique selling proposition" even more freely with "unmistakable benefit offer" or " unique selling times.
unique characteristics can be achieved, for example via the "best quality" to the "lowest price", the "advanced technology" and of course through unique product features that provide customers with an incomparable value.
Practical help: " u nique b uying p roposition "UBP XE" \\ " u nique b uying p roposition \\ "; UBP "
Following acquisa 6 / 96: Christian Zach:" Why salesmen from talking to the customer "
The term" USP "indicates a wrong approach, because it's view the seller of the product and think how the word "selling" says. The customer buys but not our products but satisfied his needs. "The customer does not buy drills, they want holes!" For example, instead of a "power steering" should therefore say that the car can conduct a small space and without force. Rather than speak of a central, one could formulate: "The annoying Ums-Car is running around the drain and unlocking abolished" etc.
Inspirations Quote
"What You decide will succeed you,
and the light shines on your ways. "
; ; ; Job 22:28
Regards, learning is easy!
Dr. Marius Ebert, the fun-Doc
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