10.- Segmentation Part 4

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來自 IESE Business School 的課程

Marketing: Customer Needs and Wants

147 個評分

IESE Business School

Marketing: Customer Needs and Wants

147 個評分

課程 3（共 5 門，Specialization Foundations of Management）

Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy

從本節課中

Course Overview & Week 1

Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.

1.- Course Outline2:15

2.- Week 1 Overview3:51

3.- Framing Marketing Challenges, Part 14:45

4.- Framing Marketing Challenges, Part 26:30

5.- The Marketing Process, Part 16:29

6.- The Marketing Process, Part 24:47

7.- Segmentation, Part 14:40

8.- Segmentation, Part 23:55

9.- Segmentation Part 35:40

10.- Segmentation Part 42:55

11.- Marketing Research, Part 17:36

12.- Marketing Research, Part 25:37

13.- Marketing Research, Part 34:04

14.- Targeting and Positioning, Part 16:18

15.- Targeting and Positioning, Part 25:28

與講師見面

Mario Capizzani
Lecturer
Marketing

[MUSIC]

So I know what you must be thinking.

Okay, this is fine for consumer markets.

But how do I go about segmented industrial markets?

Well, it turns out that you can follow a very similar approach.

At the very basis, you will start by easy to identify company variables.

Demographic variables, such as the company size, the number of employees,

the industry sector in which it operates, and even where some of the factories or

office is located, will be the first approach.

You might also look into operating variables.

These are somewhat still relatively easy to get, such as the company technology,

what will the product be used for, specific customer capabilities,

whether they lack more on the technical side or on the financial side.

Or even the purchasing approach, what is the purchasing organization?

Does it involve many departments, engineering, purchasing, financing, etc?

And what are the power structures between these different structures within

the organization, which are specifically a little bit harder to get?

Once you've started getting deeper, you might get into more situational factors,

such as, what is the urgency of fulfillment?

Or what should be the lead time on the delivery of some of the orders?

What are the specific product applications for

which they will be using our product or service, or even, what are the minimum

order sizes or maximum order sizes, which they will like to deserve?

And finally, you go into more specific personal characteristics and

all the way up to the more strategic basis for segmentation,

which is what is the level of impact that I will be able to have in the profit and

loss statement or in the profitability of that company, in which case,

if it's very high, immediately, it will become a strategic partner, okay.

So I have depicted this progression of levels of difficulty

in this hierarchy called level approach, which essentially resembles

some of the basis for segmenting consumer markets.

As you can see, segmentation is a critical tool to be able to

understand customers and

segment them properly to have any chance at being able to fulfill their needs or

satisfy their wants in a meaningful way and better than some other company.

Now, you have the tools to be able to carry out the proper segmentation,

either in industrial or in consumer markets.

In the next section, I'm going to deal with a couple of research methods

that will help you precisely to accomplish the goal.

[MUSIC]

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