TASK ONE

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The segmentation of markets.

Subjective

preferences

Benefit sought

SubtemPersonality: leadership, authority

Objectives

Specific

Purchase situation

1st purchase or repeat Place of purchase

intensity, variety, fidelity

General

Geographic criteria

Socioeconomic criteria

Demographic variable

CONSUMER BEHAVIOR

Segmentation strategies

Undifferentiated strategy

The drawback is that it can not satisfy the wishes of all consumers with the same product and marketing mix

IS A PROBLEM

HARD

The company does not consider differences between the different market segments and treats all of them with the same strategy.

The most important advantage is the reduction of the cost

Differentiated strategy

The drawback is the increase in production costs and commercial variables.

The main advantage is the increase in sales, the greater participation in the market and customer loyalty.

The company offers each segment the products it needs and the right marketing-mix

Concentrated strategy

The company only serves a few segments of the market

The advantage is that it achieves a high market share

but has the disadvantage of dedicating itself to very few segments, which is a great risk.

Influences in the purchase process.

Internal variables

Lifestyles

Learning

Behavior

Attitudes

Motivations

External variables

Family

Reference groups

Technological environment

Economic environment

Cultural environment

Social class

The purchase decision process

Satisfaction determines the occurrence of the repeat purchase.

Use of the product and post-purchase evaluation, whose study and knowledge of the behavior of the buyer

Purchase decision, acquiring the product or brand you have selected, this phase is usually given in the establishment, in which a seller influences.

Evaluation of the alternatives that suit you best among existing ones.

Search for information in order to find out what products or services exist in the market that meet your need.

Recognition of the problem or the need to satisfy