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Meteen naar de inhoud
Wat is marktsegmentatie, typen en volledige voorbeelden Rancakmedia.com – Lees dit volledige overzicht over wat marktsegmentatie is, de soorten en voorbeelden die u moet kennen, en lees het onderstaande artikel voor de informatie.
Marktsegmentatie is één methode om uw doelgroep tevreden te stellen. Niet iedereen heeft uw product nodig, dus u moet zich richten op enkele individuen die het product duidelijk nodig hebben om klanten te krijgen.
Door middel van marktsegmentatie kunt u uw doelgroep beperken tot personen van wie de kans het grootst is dat ze loyale klanten of fans van de inhoud van uw merk worden. Als u probeert te segmenteren, verdeel de markt dan in subgroepen van vergelijkbare kwaliteit.
Wat is marktsegmentatie? Marktaandeel is de praktijk waarbij een doelmarkt in kleinere groepen met duidelijkere kenmerken wordt verdeeld. De doelmarkt zelf is een groep klanten die het doelwit zijn van productaanbiedingen.
Deze methode verdeelt potentiële klanten of doelgroepen in kleinere groepen op basis van zaken als interesses, demografische gegevens, geografische locatie of andere niet-gespecificeerde vereisten of verlangens. Segmentatie
Voordelen van marktsegmentatie Bedrijfssegmentatie heeft een aantal voordelen en doelstellingen. Hieronder volgt de uitleg:
Meer gerichte marketingstrategie Marketingplannen worden doelgerichter nadat u de klanten heeft geïdentificeerd die u wilt targeten. U zult ontdekken welk type marketing het beste werkt voor die doelgroep, evenals de gebruikte taal en de gebruikte media. Adverteren op sociale media maakt het gemakkelijker om de doelgroep voor uw advertentie te bepalen.
Optimalisatie en kostenefficiëntie Wanneer marketinginspanningen meer geconcentreerd zijn, kunnen de kosten worden verlaagd. Vanwege het potentieel voor aanzienlijke inkomsten uit hoge verkopen, worden marketinguitgaven idealer en efficiënter.
Omdat de meeste mensen die uw advertentie lezen de aangeboden goederen niet nodig hebben, worden uw kansen om klanten aan te trekken aanzienlijk kleiner als de advertentie duidelijk gedefinieerde segmenten heeft.
Gemakkelijker om producten te beheren Segmentatie geeft bedrijven meer diepgaande informatie over klanten. Wanneer we de doelgroep beter kennen, kunnen we ook goederen creëren volgens de wensen van het publiek.
Producten toegesneden op specifieke marktgroepen is een andere optie voor bedrijven. Het gevolg is dat klanten eerder tevreden zullen zijn.
Marktkansen creëren De volgende stap in marktsegmentatie is het identificeren en ontwikkelen van nieuwe markten. Bij het definiëren van segmenten leert een organisatie de eisen van elk segment kennen op basis van bestaande concurrerende producten.
Bedrijven kunnen met behulp van deze informatie meten hoe tevreden hun klanten zijn met de huidige stand van zaken. De lage tevredenheid over de bestaande goederen die momenteel op de markt zijn, vertegenwoordigt een kans voor nieuwe bedrijven.
In plaats van te concurreren met inferieure schoonmaakdiensten die slechts een paar opties bieden, kunt u misschien een uitgebreidere service bedenken die de aandacht van klanten zal trekken.
Leer klanten beter kennen Een ander voordeel is dat u uw klanten beter leert kennen. Als je goederen wilt bouwen die aansluiten bij de wensen van je klant, moet een bedrijf zich in het perspectief van de klant kunnen verplaatsen.
Een goed begrip van de behoeften en wensen van zijn klanten is essentieel voor elk bedrijf. Dankzij dit kennisniveau wordt de kans op een mislukte marketingcampagne kleiner.
Een succesvolle campagne met een lage kans op mislukken zal, zoals eerder gezegd, de marketingkosten ongetwijfeld verlagen.
Verhoog de klanttevredenheid Hoe groter het geluk van de consument, hoe beter het product. Klanttevredenheid is ongetwijfeld een van de belangrijkste doelstellingen van het bedrijf. Dit kan worden bereikt door marketing op geselecteerde doelsegmenten.
Klanten behouden Hoe groter de klanttevredenheid, hoe groter de kans dat de klant overweegt het product in de toekomst opnieuw aan te schaffen. Er kan worden beweerd dat deze segmentatie klanten kan behouden en loyale klanten kan verkrijgen.
Het is ook niet onmogelijk dat deze klanten geïnteresseerd zijn om meer artikelen van hetzelfde bedrijf te proberen of het merk aan te bevelen aan mensen om hen heen.
Vereisten voor effectieve marktsegmentatie Er zijn verschillende voorwaarden waaraan moet worden voldaan voordat een segment succesvol kan zijn. Hier zijn enkele voorbeelden:
Moet meetbaar zijn Segmentatie kan alleen succesvol zijn als het kan worden beoordeeld. Marktomvang en koopkracht van de consument zijn enkele van de gebruikte maatstaven. Een van de segmenten van uw bedrijf is bijvoorbeeld 'promojager', wat betekent dat ze zullen winkelen wanneer u promoties aanbiedt in de vorm van kortingen, geld terug of andere promoties.
Toegankelijk Het begrijpen van de vraag van een segment is niet voldoende; Je moet ook nadenken over hoe je ze kunt bereiken. Klantkenmerken en -gedrag kunnen worden gebruikt om te bepalen welke aanpak het meest effectief is.
Er zijn klanten die makkelijker te bereiken zijn via sociale media of e-mail, maar er zijn ook klanten die alleen via massamedia zoals televisie of radio te bereiken zijn.
Vrij groot (aanzienlijk) Het doel van segmentatie is om klanten in kleinere groepen in te delen. Een segment moet echter groot genoeg zijn om een doelgroep te zijn. Hoe kleiner de groep, hoe kleiner de kansen om klanten aan te trekken.
Kan worden gedifferentieerd (differentieerbaar) Dezelfde marketingmix zal verschillende reacties uit verschillende marktsegmenten oproepen. Als beide segmenten op dezelfde manier reageren, moeten ze bij elkaar blijven als één segment.
Bruikbaar Een segment moet actiegericht of bruikbaar zijn voor zakelijk personeel. Als een segment wensen of verwachtingen heeft die de capaciteiten van het bedrijf te boven gaan, zal de transactie uiteraard mislukken.
Soorten marktsegmentatie en voorbeelden Er zijn verschillende vormen van marktsegmentatie. Voorbeelden van elk type hieronder:
Geografische segmentatie Deze specifieke segmentatie kan als een van de oudste en meest fundamentele worden beschouwd. Over het algemeen hebben mensen die op één plek wonen doorgaans andere winkelpatronen dan andere gebieden. Mensen in steden en dorpen vertonen bijvoorbeeld zeer wisselend gedrag.
In grootstedelijke gebieden hebben lifestylegoederen een enorme markt, maar op het platteland zijn ze doorgaans minder aantrekkelijk. Een ander voorbeeld is de bankensector, waar banken verschillende soorten spaargelden aanbieden, specifiek voor plattelandsgebieden.
Demografische segmentatie Leeftijd, geslacht, inkomen, beroep, gezinsstatus en opleiding zijn enkele van de meest gebruikte kenmerken bij demografische segmentatie.
Tieners, volwassenen en ouderen zijn voorbeelden van marktsegmentatie op basis van leeftijd. Studenten, huisvrouwen, zakenvrouwen, boeren en kantoorpersoneel zijn voorbeelden van banen die in de brede categorieën ‘mannelijk’ of ‘vrouwelijk’ vallen.
Daarnaast kun je het ook verdelen afhankelijk van de hoogte van het inkomen, bijvoorbeeld inkomen onder de 5 miljoen roepia per maand, inkomen 5-10 miljoen roepia per maand en inkomen boven de 10 miljoen roepia per maand. De koopkracht van een persoon zal zeker sterk worden beïnvloed door dit inkomen.
Eén segment kan uit veel afzonderlijke variabelen bestaan. Huidverzorgingsproducten gericht op jonge vrouwen met een gezinsinkomen van minder dan 5 miljoen roepia zijn bijvoorbeeld op deze markt gericht.
Psychografische segmentatie Bij dit soort consumentensegmentatie worden klanten verdeeld in groepen op basis van verschillende psychologische kenmerken, zoals hun manier van leven, persoonlijkheidskenmerken en persoonlijke voorkeuren. Vanwege het dubbelzinnige karakter zou demografische segmentatie moeilijker zijn dan deze.
Toch sluit het de mogelijkheid om er gebruik van te maken niet uit. Als het segment correct wordt uitgevoerd, heeft de ondernemer nog steeds de mogelijkheid om aanzienlijk geld te verdienen.
Psychologische segmentatie omvat zaken als het op de markt brengen van diervoeding voor dierenliefhebbers of het lidmaatschap van een sportschool voor atleten.
Gedragssegmentatie Het segmenteren van markten op basis van hun niveau van productkennis, attitudes en feitelijk gebruik is wat we bedoelen met deze segmentatie.
Dit is een goede manier om erachter te komen wie het meest waarschijnlijk zal kopen, hoeveel ze zullen kopen en wanneer ze het zullen kopen.
Een luchtvaartmaatschappij kan bijvoorbeeld onderscheid maken tussen zaken- en vrijetijdspassagiers.
Voordeelsegmentatie Over het algemeen hangt het gedrag van klanten meer af van de voordelen die een product nastreeft dan van demografische overwegingen. Elke klant wil iets anders dan zijn aankoop, en dat is begrijpelijk gezien het competitieve karakter van de markt.
Zo zijn er zeepklanten die meer geïnteresseerd zijn in de geur en textuur van de zeep, maar er zijn ook anderen die het meer belangrijk vinden dat de zeep goed reinigt.
Het wordt aanbevolen om het huidige segment te benutten terwijl u dit segment gebruikt, en vervolgens een nieuw segment te bouwen. Het kan zijn dat een bedrijf veel productalternatieven nodig heeft om alle voordelen te bieden waar klanten om vragen.
Fasen in marktsegmentatie Er zijn verschillende procedures die gevolgd moeten worden om de juiste segmentatie voor uw organisatie te ontwikkelen. Hieronder volgen de stappen die u moet volgen:
Een onderzoek uitvoeren Het eerste dat u moet doen, is onderzoek doen om uw klanten beter te leren kennen. Het uitvoeren van enquêtes door middel van interviews of door het verspreiden van vragenlijsten is één optie.
Om het vormen van groepen te vergemakkelijken, kunnen algemene enquêtevragen worden gevolgd door meer specifieke vragen. Het doel van het uitvoeren van een enquête is om de motivaties en houdingen van mensen ten opzichte van een product of dienst te achterhalen.
Bepaal het segmentatietype De tweede stap die moet worden voltooid, is het selecteren van het gewenste segmentatietype. Wilt u klanten segmenteren op demografisch, regionaal, psychografisch, gedragsmatig of anderszins?
Creëer marktsegmentatie De volgende stap die kan worden gezet, is het ontwikkelen van marktsegmentatie op basis van de gegevens die uit de eerste fase zijn ontvangen.
U kunt statistische hulpmiddelen gebruiken om segmenten te maken op basis van onbewerkte gegevens, of u kunt de gegevens zelf analyseren. Later zal het bedrijf diverse segmentgroepen op de markt brengen.
Voer segmentatietests uit De volgende stap is kijken of dit segment op de juiste manier binnen het bedrijf kan worden benut en de verwachte resultaten kan opleveren.
Als het segment niet gerelateerd is aan het product en geen omzet genereert, geeft dit aan dat er een beoordeling moet worden uitgevoerd en dat het segment moet worden ontwikkeld op basis van andere criteria.
FAQ Hieronder vindt u een voorbeeld van een vraag en antwoord over wat marktsegmentatie is, als volgt:
Waarom worden demografische variabelen het meest geselecteerd bij het creëren van marktsegmentatie? Veel bedrijven gebruiken demografische informatie als basis voor segmentatie vanwege de verschillende voordelen ervan. Het eerste dat u moet opmerken is dat de meeste wensen en eisen van klanten kunnen worden geclassificeerd op basis van hun respectieve demografische gegevens. Dit betekent dat het verdelen van de markt op basis van demografische factoren de meest gebruikelijke praktijk is.
Hoe segmenteren bedrijven markten? Marktsegmentatie is het doel of de beoogde klanten die kopers zullen worden van de goederen die u levert. De manier om dit marktsegment te bepalen is door de aan te bieden goederen te classificeren en deze aan te passen op basis van de interesses, overeenkomsten en verzoeken van de klant.
conclusie Segmentatie passeren is de praktijk waarbij een doelmarkt wordt opgedeeld in kleinere groepen met duidelijker gedefinieerde kenmerken, zoals interesses, demografische gegevens, geografische locatie of andere niet-gespecificeerde vereisten of verlangens. Bedrijfssegmentatie heeft een aantal voordelen en doelen die marketing nauwkeuriger en doelgerichter maken.
Dat is de informatie over wat marktsegmentatie is die we kunnen overbrengen. Ik hoop dat het voor u gemakkelijk te begrijpen is!
Hallo, ik ben Lovata, ik ben geen Ai, maar ik ben een schrijver van inhoud voor SEO, technologie, financiën, reizen, kookrecepten en meer. Ik hoop dat dit nuttig kan zijn voor al mijn vrienden. Bedankt