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¿Qué es la segmentación del mercado, tipos y ejemplos completos? Rancakmedia.com – Lee esta reseña completa sobre qué es la segmentación de mercado, los tipos y ejemplos que debes conocer, y para obtener la información lee el artículo a continuación.
La segmentación del mercado es un método para satisfacer su mercado objetivo; no todos necesitan su producto, por lo que debe dirigirse a algunas personas que claramente necesitan el producto para conseguir clientes.
Puede limitar su público objetivo a personas que tienen más probabilidades de convertirse en clientes leales o fanáticos del contenido de su marca mediante la segmentación del mercado. Si intenta segmentar, divida el mercado en subconjuntos de calidad comparable.
¿Qué es la segmentación del mercado? Segmentación de mercado Es la práctica de dividir un mercado objetivo en grupos más pequeños con características más claras. El mercado objetivo en sí es un grupo de clientes que son el objetivo de las ofertas de productos.
Este método divide a los clientes o audiencias potenciales en grupos más pequeños en función de aspectos como intereses, datos demográficos, ubicación geográfica u otros requisitos o deseos no especificados. Segmentación
Beneficios de la segmentación del mercado La segmentación de empresas tiene una serie de beneficios y objetivos. La siguiente es la explicación:
Estrategia de marketing más dirigida Los planes de marketing se vuelven más específicos después de identificar a los clientes a los que desea dirigirse. Podrás descubrir qué tipo de marketing funcionará mejor para ese grupo demográfico, así como el lenguaje utilizado y los medios utilizados. La publicidad en las redes sociales facilita la determinación del público objetivo de su anuncio.
Optimización y rentabilidad Cuando los esfuerzos de marketing están más concentrados, se pueden reducir los gastos. Debido al potencial de obtener ingresos significativos gracias a las altas ventas, el gasto en marketing se vuelve más ideal y eficiente.
Dado que la mayoría de las personas que leen su anuncio no necesitarán los productos que se ofrecen, sus posibilidades de atraer clientes se reducen significativamente si el anuncio tiene segmentos claramente definidos.
Productos más fáciles de gestionar La segmentación brinda a las empresas información más detallada sobre los clientes. Cuando conocemos mejor al público objetivo, también podemos crear productos según los deseos del público.
Los productos adaptados a grupos de mercado específicos son otra opción para las empresas. Como resultado, será más probable que los clientes queden satisfechos.
Creando oportunidades de mercado El siguiente paso en la segmentación del mercado es identificar y desarrollar nuevos mercados. Al definir segmentos, una organización conocerá las demandas de cada segmento en función de los productos competidores existentes.
Las empresas podrán medir el grado de satisfacción de sus clientes con la situación actual utilizando esta información. La baja satisfacción con los productos existentes en el mercado hoy representa una oportunidad para nuevas empresas.
En lugar de competir con servicios de limpieza de casas inferiores que solo ofrecen unas pocas opciones, puede ofrecer un servicio más completo que atraiga la atención de los clientes.
Conozca mejor a los clientes Conocer mejor a sus clientes es otro beneficio. Si desea fabricar productos que se adapten a los deseos de sus clientes, una empresa debe poder situarse en la perspectiva del cliente.
Una sólida comprensión de las necesidades y deseos de sus clientes es esencial para toda empresa. Las posibilidades de que una campaña de marketing fracase se reducen gracias a este nivel de conocimiento.
Una campaña exitosa con pocas posibilidades de fracaso, como se dijo anteriormente, sin duda reducirá los costos de marketing.
Aumentar la satisfacción del cliente Cuanto mayor sea la felicidad del consumidor, mejor será el producto. La satisfacción del cliente es sin duda uno de los principales objetivos de la empresa. Esto se puede lograr mediante el marketing dirigido a segmentos objetivo seleccionados.
Retener clientes Cuanto mayor sea el nivel de satisfacción del cliente, más probabilidades habrá de que el cliente considere comprar el producto nuevamente en el futuro. Se puede afirmar que esta segmentación permite retener clientes y obtener clientes leales.
Tampoco es imposible que estos clientes estén interesados en probar artículos adicionales de la misma empresa o recomendar la marca a las personas que los rodean.
Requisitos para una segmentación eficaz del mercado Hay varias condiciones que se deben considerar para que un segmento tenga éxito. Aquí hay unos ejemplos:
Debe ser medible La segmentación sólo puede tener éxito si se puede evaluar. El tamaño del mercado y el poder adquisitivo del consumidor son algunas de las métricas utilizadas. Por ejemplo, uno de los segmentos de su empresa es "cazador de promociones", lo que significa que comprarán cuando usted ofrezca promociones en forma de descuentos, reembolsos en efectivo u otras promociones.
Accesible No basta con comprender la demanda de un segmento; También hay que pensar en cómo llegar a ellos. Los atributos y el comportamiento del cliente se pueden utilizar para determinar qué enfoque es más eficaz.
Hay clientes con los que es más fácil contactar a través de las redes sociales o el correo electrónico, y también hay aquellos a los que sólo se puede llegar a través de medios de comunicación como la televisión o la radio.
Bastante grande (sustancial) El objetivo de la segmentación es clasificar a los clientes en grupos más pequeños. Sin embargo, un segmento debe ser lo suficientemente grande como para ser un mercado objetivo. Por supuesto, cuanto más pequeño sea el grupo, menores serán las posibilidades de atraer clientes.
Se puede diferenciar (diferenciable) La misma combinación de marketing provocará diversas respuestas de diferentes segmentos del mercado. Si ambos segmentos responden de la misma manera, deberían permanecer juntos como un solo segmento.
Procesable Un segmento debe ser procesable o reparable por el personal de negocios. Por supuesto, si un segmento tiene deseos o expectativas que exceden las capacidades de la empresa, la transacción fracasará.
Tipos de segmentación de mercado y ejemplos Existen varias formas de segmentación del mercado. Ejemplos de cada tipo a continuación:
Segmentación geográfica Esta segmentación en particular puede considerarse una de las más antiguas y básicas. Generalmente, las personas que viven en un lugar tienden a tener patrones de compra diferentes a los de otras áreas. La gente de las ciudades y los pueblos, por ejemplo, muestra comportamientos muy variables.
En las áreas metropolitanas, los bienes de estilo de vida tienen un mercado enorme, pero en las áreas rurales tienden a ser menos atractivos. Otro ejemplo es el del sector bancario, donde los bancos ofrecen varios tipos de ahorro específicamente para las zonas rurales.
Segmentación demográfica La edad, el género, los ingresos, la ocupación, el estado familiar y la educación son algunas de las características más utilizadas en la segmentación demográfica.
Los adolescentes, los adultos y las personas mayores son ejemplos de segmentación del mercado según la edad. Estudiantes, amas de casa, empresarias, agricultores y oficinistas son ejemplos de trabajos que caen en las categorías amplias de “masculino” o “femenino”.
Aparte de eso, también puede dividirlo según la cantidad de ingresos, por ejemplo, ingresos inferiores a 5 millones de rupias por mes, ingresos de 5 a 10 millones de rupias por mes e ingresos superiores a 10 millones de rupias por mes. El poder adquisitivo de una persona definitivamente se verá muy influenciado por estos ingresos.
Un segmento puede constar de muchas variables separadas. Por ejemplo, los productos para el cuidado de la piel destinados a mujeres jóvenes con ingresos familiares inferiores a 5 millones de rupias están destinados a este mercado.
Segmentación psicográfica En este tipo de segmentación de consumidores, los clientes se dividen en grupos en función de diversas características psicológicas, como su forma de vida, rasgos de personalidad y preferencias personales. Debido a su carácter ambiguo, se dice que la segmentación demográfica es más difícil que ésta.
Aun así, no se descarta la posibilidad de utilizarlo. Si el segmento se realiza correctamente, el empresario todavía tiene la posibilidad de ganar una cantidad importante de dinero.
La segmentación psicológica incluye cosas como comercializar alimentos para mascotas para amantes de los animales o membresías en gimnasios para atletas.
Segmentación conductual Segmentar los mercados según su nivel de conocimiento del producto, actitudes y uso real es lo que queremos decir con esta segmentación.
Esta es una buena manera de saber quién tiene más probabilidades de comprar, cuánto comprará y cuándo lo comprará.
Una aerolínea, por ejemplo, puede diferenciar entre pasajeros de negocios y de placer.
Segmentación de beneficios Generalmente, el comportamiento del cliente depende más de los beneficios buscados en un producto que de consideraciones demográficas. Cada cliente quiere algo diferente de su compra, y eso es comprensible considerando la naturaleza competitiva del mercado.
Por ejemplo, hay clientes de jabón que están más interesados en el aroma y la textura del jabón, pero también hay otros que se preocupan más por que el jabón limpie bien.
Se recomienda aprovechar el segmento actual mientras se utiliza este segmento y luego crear un nuevo segmento a continuación. Puede ser que una empresa necesite muchas alternativas de productos para brindar todos los beneficios que los clientes piden.
Etapas de la segmentación del mercado Existen varios procedimientos que se deben seguir para desarrollar la segmentación adecuada para su organización. Los siguientes son los pasos que debes seguir:
Realizar una encuesta Lo primero que debes hacer es investigar para conocer mejor a tus clientes. Una opción es realizar encuestas a través de entrevistas o distribuyendo cuestionarios.
Para facilitar la formación de grupos, las preguntas generales de la encuesta pueden ir seguidas de preguntas más específicas. El propósito de realizar una encuesta es conocer las motivaciones y actitudes de las personas hacia un producto o servicio.
Determinar el tipo de segmentación El segundo paso que se debe completar es seleccionar el tipo de segmentación deseado. ¿Quiere segmentar a los clientes por datos demográficos, regionales, psicográficos, conductuales u otros?
Crear segmentación de mercado El siguiente paso que se puede dar es desarrollar la segmentación del mercado basándose en los datos recibidos de la primera etapa.
Puede utilizar herramientas estadísticas para crear segmentos a partir de datos sin procesar o puede analizar los datos usted mismo. Posteriormente, la empresa tendrá varios grupos de segmentos para comercializar.
Realizar pruebas de segmentación El siguiente paso es ver si este segmento se puede utilizar adecuadamente en la empresa y proporcionar los resultados esperados.
Si el segmento no está relacionado con el producto y no genera ventas, indica que se debe realizar una evaluación y desarrollar el segmento en base a otros criterios.
Preguntas Frecuentes A continuación se muestra un ejemplo de pregunta y respuesta sobre qué es la segmentación de mercado, de la siguiente manera:
¿Por qué las variables demográficas son las más seleccionadas para crear la segmentación del mercado? Muchas empresas utilizan la información demográfica como base para la segmentación debido a sus diversos beneficios. Lo primero que hay que tener en cuenta es que la mayoría de los deseos y demandas de los clientes se pueden clasificar en función de sus respectivos datos demográficos. Esto significa que dividir el mercado en función de factores demográficos es la práctica más común.
¿Cómo segmentan las empresas los mercados? La segmentación del mercado es el objetivo o los clientes objetivo que se convertirán en compradores de los bienes que usted proporciona. La forma de determinar este segmento de mercado es clasificar los bienes a ofrecer y modificarlos según los intereses, similitudes y solicitudes de los clientes.
conclusión Segmentación mercado Es la práctica de dividir un mercado objetivo en grupos más pequeños con características más claramente definidas, como intereses, demografía, ubicación geográfica u otros requisitos o deseos no especificados. La segmentación de empresas tiene una serie de ventajas y objetivos que hacen que el marketing sea más preciso y dirigido.
Esa es la información sobre qué es la segmentación de mercado que podemos transmitir, ¡espero que te resulte fácil de entender!
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