Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 15 стр.

races, tourers, commuters, and children. Because there are so many dif-              4. Behavioristic characteristics – how the consumer’s behavior
ferent kinds of riders, Raleigh builds many different kinds of bicycles.      toward the product affects its use. For example, airline like Delta offer
Many other firms also use a multi-segment approach to market segmen-          frequent-flyer programs that reward customers who regularly fly on
tation.                                                                       their airlines with free trips and discounts on rental cars and lodging.
        For a firm to successfully use the concentration or multi-segment
approach to market segmentation, several requirements must be met:                                Developing a Marketing Mix
        1. Consumers’ needs for the product must be heterogeneous.                   The second step in developing a marketing strategy is to create
        2. The segments must be identifiable and divisible.                   and maintain a satisfying marketing mix. The marketing mix involves
        3. The total market must be divided in a way that allows estimated    four variables – product, promotion, price, and distribution – that the
sales potential, costs, and profits of the segments to be compared.           marketer can manipulate to achieve specific goals within a dynamic
        4. At least one segment must have enough profit potential to jus-     marketing environment. The buyer or the market is the central focus of
tify developing and maintaining a special marketing strategy.                 all marketing activities.
        5. The firm must be able to reach the chosen market segment                  Product. A product – whether a good, a service, an idea, or some
with a particular market strategy.                                            combination – is a complex mix of tangible and intangible attributes
        Some segments may be difficult, if not impossible, to reach. For      that provide satisfaction and benefits. A product has emotional and psy-
example, it might be difficult to reach a market segment of 30 – to 40-       chological as well as physical characteristics and includes everything
year-old males who are introverted and drive subcompact cars. No sta-         that the buyer receives from an exchange. This definition includes sup-
tistics are available on the market, and thus there is no way to reach it     porting services such as installation, guarantees, product information,
                                                                              and promises of repair.
       Bases for Segmenting Markets. Businesses segment markets on                   Products usually have both favorable and unfavorable attributes;
the basis of several variables:                                               therefore, almost every purchase or exchange involves trade-offs as
       1. Demographics – includes age, sex, race, ethnicity, income,          consumers try to maximize their benefits and satisfaction and minimize
education, occupation, family size, family life cycle, religion, and social   unfavorable attributes. A person concerned with quality and style may
class. These readily measured characteristics are often closely related to    decide a Mercedes Benz is the best car to buy. High standards of quality
customers’ product needs and purchasing behavior. For example, de-            and European styling are the positive attributes maximized. The cost of
odorants are often segmented by sex: Secret and Soft n’Dry for women;         repair and the limited supply of qualified mechanics may be unfavor-
Old Spice and Mennen for men.                                                 able attributes. In view of the high quality of Mercedes, the consumer
       2. Geographic factors – climate, terrain, natural resources, popu-     may feel that the negative concerns are minimal and thus trade the
lation density, and subcultural values influence consumers’ needs and         negative aspects of hard-to-find service for quality and style.
product usage. Climate, for example, influences purchases of automo-                 Price. Price represents the value placed on an object in an ex-
biles, heating and air conditioning equipment, and leisure activity           change. Almost anything of value can be assessed by a price. Because
equipment.                                                                    financial price is the measure of value commonly used in an exchange,
       3. Psychographics – personality characteristics, motives and life-     it quantifies value and is the basis of most market exchanges.
styles. Soft-drink marketers provide their products in several packages,             Marketers view price as much more than a way of assessing value,
including two-liter bottles and case of cans, to satisfy different life-      however. Price is a key element of the marketing mix because it relates
styles and motives.                                                           directly to the generation of revenue and is important in determining
                                                                              profits. Additionally, the economic role of price is to allocate products
                                                                              to market opportunities caused by increases or decreases in demand.
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