The m\u00e0rqueting secret? It can be said that Segmentation, Targeting, Positioning, and Positioning Engineering (STPI) is the big secret behind the marketing strategy of consumer-oriented brands que undoubtedly lead in this 21st century. Aquest reality prevails over the utopia of \u00abone-to-one\u00bb m\u00e0rqueting.<\/p>\n
Segmentaci\u00f3 no \u00e9s justament la divisi\u00f3 del mercat basada en sociodemogr\u00e0fica o socioecon\u00f2mica de consumers; rather, it's a division of the population, not market segmentation.<\/p>\n
Les processes de segmentaci\u00f3 creatives, adequades per a les eines com a \u00abdatamining\u00bb, involves choosing exclusively those base variables or criteria that will determine differences in consumer behavior. Most de temps, aquesta segmentaci\u00f3 criteria no \u00e9s exclusiva per\u00f2 combinacions de criteria.<\/p>\n
Combinar tots els nivells d'aquesta base criterion en segmentaci\u00f3 de mercat per a resultar en m\u00faltiples segments possibles (primary or descriptive segments). Aquesta \u00e9s la \u00abcontra-segmentaci\u00f3\u00bb de processaments (en el mercat de recerca t\u00e8cnica en segmentaci\u00f3, la qual cosa cont\u00e9 l'ideal combinaci\u00f3 de segments strat\u00e8gics de primaris o descriptive segments) per tal de solucionar el trencaclosques de finan\u00e7ar estrat\u00e8gia segmentaci\u00f3.<\/p>\n
Finding a strategic segmentation no \u00e9s just a matter of methodology (contra-segmentation) or technology (datamining); el m\u00e0rqueting professional necessita per validar el fet que els segments generats per diferents behavioral response, s\u00f3n identifiable, mesurable (their size can be known), profitable i accessible (through marketing actions).<\/p>\n
If segmentation is validated, \u00abprofiling\u00bb becomes essential. Aquests involves defineixen els segments que inclouen totes les caracter\u00edstiques per accedir a tots els segments utilitzant criteria que no s\u00f3n utilitzats en la segmentaci\u00f3 process.<\/p>\n
Choosing que segment or segments la brand should target in coming years \u00e9s what we call targeting, i this will dependen mainly on available resources, la companyia de brand strategy, existing competition, i el mercat maturity. Choosing valorables segments must make the brand profitable.<\/p>\n
Regardless de la targeting strategy xosen per la brand, next step in this STPI process is designing the positioning strategy. L'objectiu \u00e9s ocupar la privilegiada posici\u00f3 en els consumidors que s\u00f3n part del nostre target. Designaci\u00f3 de la imatge i de desenvolupament a su\u00eftable m\u00e0rqueting mix requereixen per a la seva percepci\u00f3 percepci\u00f3 comparada per la competitivitat, per a beneficis o atributs (tangible o intangible), i per a la desitjada mental posici\u00f3 per a la seva targeta.<\/p>\n
Completeu el \u00abvirtuous\u00bb de l'STPI circle, el next essential step is positioning engineering. Starting from the current positioning, future brand positioning strategies are defined based on simulation strategies and projection processes. El cam\u00ed de la brand should en el seu segment value per capturar la desitjada potencialitat que es determini. It shows how to defensa la position against competition attacks.<\/p>\n
Strategic market research must be necessary tool for achieving marketing goals. It should guide the strategy and not be trivial service turned into a \u00abcommodity.\u00bb Market research must add value to the company through solutions, and these can only be based on deep analysis perspective and the application of the most advanced multivariate techniques.<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":" The m\u00e0rqueting secret? It can be said that Segmentation, Targeting, Positioning, and Positioning Engineering (STPI) is the big secret behind the marketing strategy of consumer-oriented brands que undoubtedly lead in this 21st century. Aquest reality prevails over the utopia of \u00abone-to-one\u00bb m\u00e0rqueting. Segmentaci\u00f3 no \u00e9s justament la divisi\u00f3 del mercat basada en sociodemogr\u00e0fica o [\u2026]<\/p>","protected":false},"author":4,"featured_media":4339,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[185,184],"tags":[],"yoast_head":"\n