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In dieser Lektion befinden sich 11 Karteikarten

1) Role of end users and their demands 2) Service output demands 3) Channel segmentation

Diese Lektion wurde von hannemac erstellt.

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  • Bulk Breaking Ability to buy desired number of units The more bulk breaking, the less need to carry inventory (from customer perspective) The morebulkbreaking, the higherthe priceper unit(usually)
  • Spatial convenience Greater spatial convenience increases customer satisfaction by reducing transportation costs and search costs Normally, the more spatial convenience, the higher the costs, hence the price Example: convenience ...
  • Waiting time Waiting time between ordering and receiving goods Normally, the longer the waiting time, the lower the cost, and hence the price→implication with respect to the level of inventory Intensity of demand ...
  • Variety and assortment (Breadth of) Variety := breadth of product lines/categories (Depth of) Assortment := number of brands andn umber of SKU‘s offered within a category Normally, the more variety and assortment, the higher ...
  • Customer Service All aspects of easing buying process and product use Big area of growth and differentiation Normally, the higher customer service levels, the higher the costs, and hence the price
  • Information provision Education of buyeraboutproduct, attributes, usage, services, ... Fundamentalservice output Overlap with customer services
  • Why segmentation? Different customers have different needs and performances Increasing degree of market fragmentation Its hard for a product or brand to be everything to all customers Allows for adaptation of marketing ...
  • Free-riding price-sensitive buyers who are not willing to py for service outputs, taking advantage of the service outputs, but purchasing the product in stores (or internet) without these services => high service ...
  • The Concept of Segmentation customer demands can change a successful position can become absolete after a periode of tim => continuous segmentation efforts are essential required, to hold these successful positoin
  • Market Segmentation Process need-Base Segmentation similar needs/benefits segment identification (profiling) segment evaluation (how much turn over is possible) segment selection (targeting) segment positioning strategy implementation ...
  • Acitivities after service output demand analysis "S-T-P" Segmentation Targeting (chose a segment) Positioning (develop marketing channel solution)