Market segmentation

Segmentimi i tregut eshte nje strategji marketing qe perfshin ndarjen e tregut te synuar ne nenbashkesi konsumatoresh qe kane nevoja te ngjashme, dhe me tej dizenjojne dhe implementojne strategji per te targetuar nevojat dhe deshirat e tyre duke perdorur kanale te ndryshme ose pika kontakti qe i lejojne t'i arrijne keta konsumatore me lehte
Segmentimi i tregut i lejon kompanite qe te arrijne strategjine e diferencimit te produktit per t'i arritur ata.

Kriteret e segmentimit
Nje segment tregu ideal ka kriteret e meposhtme:
I matshem.
I madh mjaftueshem per te sjelle perfitme.
I qendrueshem.
I arritshem.
Homogjen(brenda per brenda segmentit).
Heterogjen ne raport me segmente te tjera, pra konsumatoret e segmenteve te ndryshme ndryshojne ne nevoja dhe preferenca.
I pwrgjigjet nje stimuli tregu ne menyre te qendrueshme.
Mund te arrihet ne menyre kosto efektive.
I nevojshem kur merren vendime per marketingun miks.

Metoda per segmetnimin e tregut

Segmentimi gjeografik
Marketeret mund te segmentojne ne baze te kritereve gjeografike, shtete, rajone, qytete ose lagje.
Kjo metode kombinon te dhenat demografike me ato gjeografike per te krijuar nje profil me te sakte dhe specifik.'What is geographic segmentation' Kotler, Philip, and Kevin Lane Keller. Marketing Management. Prentice Hall, 2006. ISBN 978-0-13-145757-7
Ne varesi te rajonit, ne rajone me rreshje shiu, tregtaret mund te tregtojne produkte te tilla si mushama shiu, cadra dhe cizme llastiku. Ne rajone te ngrohta, tregtaret shesin veshje me te pershtatshme per kete zone. Ndersa ne rajone te ftohta shiten rroba te ngrohta.
Nje biznes i vogel familjar mund te targetoje si konsumatore te saj vetem banoret e lagjes, ndersa nje dyqan i madh mund te targetoje disa lagje ose zona te nje qyteti te madh, duke injoruar konsumatore te kontineneteve te tjera.

Segmentimi ne baze te sjelljes
Segmentimi ne baze te sjelljes i ndan konsumatoret ne grupe ne baze te njohurive te tyre, qwndrimeve ose resgimeve ndaj nje produkti.Fripp, Geoff.“Market Segmentation Bases” Market Segmentation Study Guide

Segmentimi ne baze te rasteve te blerjes
Segmentimi ne baze te rasteve te blerjes bazohet ne nevoja dhe eshira te vecanta qe kane konsumatoret ne raste te ndryshme - per shembull, per produkte te cilat perdoren gjate pushimeve. Si per shembull, zbukurimet e Krishtlindjeve ose dritat e festes te Divalit, marketihen vetem para dhe gjate ngjarjes dhe nuk jane te disponueshme gjate gjithe vitit. Nje tjeter shembull jane njerezit te cilat pergatiten per nje dasem ose funeral, te cilat ndodhin vetem ne disa raste gjate jetes se nje individi, por  qe jane te shpeshta per shoqerine ne teresi.

 Segmentimi ne baze te perfitimeve
Segmentatimi ndodh ne baze te perfitimeve te perceptuara nga konsumatoret

Segmentimi demografik
Segmentimi demografik bazohet ne variabla te tilla si mosha, gjinia, profesioni dhe niveli arsimimit.
or according to perceived benefits which a product/service may  provide.

Te perdoresh segmentimin per mbajtje konsumatore
Thelbi i segmentimit per te mbajtur konsumatoret eshte identifikimi i konsumatoreve besnike te kompanise nepermjet tre vlerave:

Is this customer at high risk of canceling the company's service?
One of the most common indicators of high-risk customers is a drop off in usage of the company's service. For example, in the credit card industry this could be signaled through a customer's decline in spending on his or her card.

Is this customer worth retaining?
This determination boils down to whether the post-retention profit generated from the customer is predicted to be greater than the cost incurred to retain the customer.Gupta, Sunil. Lehmann, Donald R.  Managing Customers as Investments: The Strategic Value of Customers in the Long Run, pages 70-77 (“Customer Retention” section).  Upper Saddle River, NJ: Pearson Education/Wharton School Publishing, 2005. ISBN 0-13-142895-0Goldstein, Doug.  “What is Customer Segmentation?”   MindofMarketing.net, May 2007. New York, NY.

What retention tactics should be used to retain this customer?
For customers who are deemed worthy of saving, it is essential for the company to know which save tactics are most likely to be successful.  Tactics commonly used range from providing special customer discounts to sending customers communications that reinforce the value proposition of the given service.

Price discrimination

Where a monopoly exists, the price of a product is likely to be higher than in a competitive market and the quantity sold less, generating monopoly profits for the seller.  These profits can be increased further if the market can be segmented with different prices charged to different segments charging higher prices to those segments willing and able to pay more and charging less to those whose demand is price elastic.  The price discriminator might need to create rate fences that will prevent members of a higher price segment from purchasing at the prices available to members of a lower price segment.  This behavior is rational on the part of the monopolist, but is often seen by competition authorities as an abuse of a monopoly position, whether or not the monopoly itself is sanctioned. Areas in which this price discrimination is seen range from transportation to pharmaceuticals.

Algorithms and approaches
Any existing discrete variable is a segmentation - this is called "a priori" segmentation, as opposed to "post-hoc" segmentation resulting from a research project commissioned to collect data on many customer attributes. Customers can be segmented by gender ('Male' or 'Female') or attitudes ('progressive' or 'conservative'), but also by discretized numeric variables, such as by age ("<30" or ">=30") or income ("The 99% (AGI<US $300,000)" vs "The 1% (AGI >= US $300,000)").

Common statistical techniques for segmentation analysis include:
Clustering algorithms such as K-means or other Cluster analysis
Statistical mixture models such as  Latent Class Analysis
Ensemble approaches such as Random Forests

 See also 
Demographic profile
Mass marketing
Niche market
Precision marketing
Psychographic
Target market
Industrial market segmentation

References

Kategoria:Marketing techniques