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and people may not want to discuss personal questions with an interviewer. The way a interviewer talks, small differences in how they ask questions, and other differences may affect respondents' answers. Finally under time pressures some interviewers might even cheat by recording answers without asking questions.
After this we gonna realize what type of product or a service we wonna produce and who will be our customers. Concentrating their marketing efforts on one or a few key market segments is the basis of target marketing. Every market can be divided into segments, or in other words, into separate groups of con¬sumers.
The major ways to segment a market are: 1. Geographical segmentation – specializing in serving the needs of a customer in a particular geographical area. 2.
Customer segmentation —identifying and promoting to those groups of people most likely to buy the product. In other words, selling to the heavy users before trying to develop new users. As for the factors we think about they are usually – demographic, like age, income, educational background, occupation, size of a family, type of home and neighborhood and so on, and psychographic – consumer’s opinions and interests, hobbies and some others.
Then a product is compared with the goods already established in the market by quality and quantity standards. To be a access you must be ahead of your competitors. Competition never stops.
That is why market segmentation must never stop as well. It should be on a permanent basis. Once a target market has been identified, a company has to think about so-called market opportunities - has to decide what goods or service to offer.
This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that the marketing concept has to be understood throughout the company, e. g.
in the production department of a manufacturing company as much as in the marketing department .Скачать