haku: @author Vernette, E. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Vernette, E. |
| Otsikko: | La segmentation par avantages recherches, outil de strategie marketing. |
| Lehti: | Revue Francaise de Gestion
1989 : MAR-MAY, 73, p. 15-22 |
| Asiasana: | MARKET SEGMENTATION MARKETING STRATEGY |
| Kieli: | fre |
| Tiivistelmä: | Benefit orientation is one of the most commonly used criteria in market segmentation. By emphasizing its usefulness is drawing up a marketing plan, this method of segmentation is analysed from a strategic viewpoint. The combination of benefit orientation and predicted utilization of the product allows to determine the potential customers' segment of similar demand. Suggesting a reasonable and effective approach to market, the criterion of benefit orientation encourages the allocation of a product. There are a lot of commercial applications of segmentation by benefit orientation: they concern the field of consumer goods, industrial goods as well as services. |
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