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Segmentarea pietei – activitate definitorie a marketingului relational. Studiu de caz: sectorul bancar de retail

Listed author(s):
  • Alina Filip


    (School of Marketing, Bucharest University of Economic Studies)

Activitatea de segmentare ii permite managementului unei companii bancare sa stabileasca un anumit grad de omogenitate in privinta diferitilor consumatori din cadrul pietei, sa analizeze resursele si eforturile de marketing implicate in servirea fiecarui segment identificat si sa decida care sunt segmentele tinta in care se va investi. Decizia de segmentare nu poate fi fundamentata doar ca urmare a posibilitatii de partitionare a pietei in grupuri omogene de consumatori. Segmentarea pietei va fi utila numai in masura in care eficienta si eficacitatea activitatilor de marketing relational sunt influentate in mod substantial de diferentele existente intre segmentele identificate. Segmentarea poate fi vazuta ca o strategie de identificare si selectie a clientilor in functie de modul in care acestia vor reactiona la oferta de produse sau in sens mai larg la mixul de marketing al companiei. Informatiile obtinute sunt folosite de institutii in evaluarea oportunitatilor oferite de diferite grupuri de consumatori si selectarea segmentelor compatibile cu obiectivele strategice si capacitatile organizationale. Ulterior, dezvoltarea strategiilor relationale orientate catre atragerea si loializarea clientilor va fi posibila prin diferentierea produselor, serviciilor, nivelurilor de pret, canalelor de distributie, formelor si mesajelor comunicationale, in conformitate cu valoarea si cerintele specifice fiecarui segment deservit.

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Article provided by Bucharest University of Economic Studies, School of Marketing in its journal Revista de Marketing Online (Journal of Online Marketing).

Volume (Year): 4 (2010)
Issue (Month): 4 (December)
Pages: 51-59

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Handle: RePEc:ase:journl:v:4:y:2010:i:4:p:51-59
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