{"id":7967,"date":"2016-02-18T14:17:59","date_gmt":"2016-02-18T17:17:59","guid":{"rendered":"http:\/\/redhustle.com\/blog\/?p=7967"},"modified":"2016-02-18T14:17:59","modified_gmt":"2016-02-18T17:17:59","slug":"la-necesidad-de-segmentar-el-mercado","status":"publish","type":"post","link":"https:\/\/redhustle.com\/blog\/la-necesidad-de-segmentar-el-mercado\/","title":{"rendered":"La necesidad de segmentar el mercado"},"content":{"rendered":"

\u00bfA qui\u00e9n queremos vender?<\/strong> Una respuesta demasiado habitual ser\u00eda: A qui\u00e9n sea, a todo el mundo. Algo productivo desde el punto de vista econ\u00f3mico, pero que aparte de tener un punto de surrealismo, a largo plazo termina suponiendo no vender a nadie.<\/p>\n

El mercado es demasiado amplio<\/strong> y est\u00e1 formado por clientes diferentes con diversas necesidades de compra, por lo que considerar el mercado como una unidad e intentar satisfacer a todos sus integrantes roza lo imposible. Estas son las principales causas de la aparici\u00f3n de la segmentaci\u00f3n de mercados como estrategia de marketing.<\/p>\n

La segmentaci\u00f3n del mercado<\/strong> est\u00e1 basada en la identificaci\u00f3n de aquellos consumidores con necesidades homog\u00e9neas, se trata de ofrecer una oferta comercial diferenciada<\/strong> para cada grupo de consumidores. Una oferta comercial orientada a las necesidades, intereses o preferencias concretas del grupo de consumidores.<\/p>\n

Criterios de segmentaci\u00f3n<\/h4>\n

Beneficios buscados por el consumidor \u00bfQu\u00e9 quiere?<\/strong>
\nEsta segmentaci\u00f3n se basa en las razones por las cuales un consumidor es atra\u00eddo hacia un producto.
\nLo que distingue a los segmentos es la importancia que le dan a los atributos cuando los compradores son inducidos a hacer elecciones entre ellos. Voluntariedad como criterio.<\/p>\n

Comportamiento del consumidor \u00bfQu\u00e9 hace?<\/strong>
\nEsta segmentaci\u00f3n se basa en el comportamiento de compra o de consumo del consumidor y en sus respuestas a los elementos del marketing mix.\u00a0Producto, precio, promoci\u00f3n y distribuci\u00f3n como criterio.<\/p>\n

Caracter\u00edsticas del consumidor \u00bfQui\u00e9n y c\u00f3mo es?<\/strong>
\nEsta segmentaci\u00f3n se basa en las caracter\u00edsticas demogr\u00e1ficas y socioecon\u00f3micas de los consumidores y en medidas psicogr\u00e1ficas como el estilo de vida o la personalidad de los mismos.\u00a0La manera de ser o actuar como criterio.<\/p>\n

M\u00e9todos de segmentaci\u00f3n<\/h4>\n

M\u00e9todos\/t\u00e9cnicas de segmentaci\u00f3n a priori:<\/strong> Se selecciona una variable a explicar y diversas variables explicativas y se analiza c\u00f3mo estas \u00faltimas se relacionan con la primera a trav\u00e9s de diferentes t\u00e9cnicas.\u00a0T\u00e9cnicas m\u00e1s empleadas: m\u00e9todo de Belson, an\u00e1lisis de la varianza, Chi-cuadrado o an\u00e1lisis discriminante.<\/p>\n

M\u00e9todos\/t\u00e9cnicas de segmentaci\u00f3n a posteriori:\u00a0<\/strong>Los consumidores son agrupados de acuerdo a la similitud de sus perfiles multivariables. La t\u00e9cnica m\u00e1s empleada es el an\u00e1lisis Cluster.<\/p>\n

Criterios de evaluaci\u00f3n<\/h4>\n

Potencial de ventas y estabilidad.<\/strong>
\nLos segmentos identificados deben presentar un potencial suficiente para justificar el desarrollo de una estrategia de marketing espec\u00edfica, condici\u00f3n que afecta no s\u00f3lo al tama\u00f1o del segmento sino tambi\u00e9n a su estabilidad temporal.<\/p>\n

Crecimiento.<\/strong>
\nUn segmento con una probabilidad elevada de atraer a un gran n\u00famero de consumidores es preferible a otro que se muestra estancado en un mercado maduro.<\/p>\n

Identificaci\u00f3n y accesibilidad.<\/strong>
\nLos criterios sociodemogr\u00e1ficos proporcionan la base fundamental para la elecci\u00f3n de los medios de comunicaci\u00f3n y de los canales de distribuci\u00f3n que permiten acceder a los consumidores.<\/p>\n

Respuesta diferenciada a las acciones de marketing.<\/strong>
\nLos segmentos identificados deben ser diferentes en t\u00e9rminos de su sensibilidad a las acciones de marketing de la empresa.<\/p>\n

Recursos y capacidades de la empresa.<\/strong>
\nAntes de la elecci\u00f3n de un segmento como mercado objetivo, la empresa debe estimar los recursos y capacidades de que dispone para conquistarlo.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00bfA qui\u00e9n queremos vender? Una respuesta demasiado habitual ser\u00eda: A qui\u00e9n sea, a todo el mundo. Algo productivo desde el punto de vista econ\u00f3mico, pero…<\/p>\n","protected":false},"author":4,"featured_media":7990,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,14,1],"tags":[],"class_list":["post-7967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacadas","category-marketing","category-sin-categoria"],"yoast_head":"\nLa necesidad de segmentar el mercado - Red Hustle Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/redhustle.com\/blog\/la-necesidad-de-segmentar-el-mercado\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La necesidad de segmentar el mercado - Red Hustle Blog\" \/>\n<meta property=\"og:description\" content=\"\u00bfA qui\u00e9n queremos vender? 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