Slice og terninger

Mange finansielle tjenesteydelser power-huse — fx, troskab, CitiBank, Merrill Lynch og MetLife, har vedtaget en marketing, positionering strategi, der portrætterer dem som ledere i næsten alle segmenter af markedet. Som et resultat, fokus deres finansielle salg og marketing kampagner på casting en meget bred net for at tiltrække den største mulige marked.

Praksis i disse industri “Goliaths” har affødt mange finansielle tjenesteydelser “Davids”, der mener, at finansielle marketing succes ligger i lighed med disse kolosser. Desværre, disse “mig for” marketingfolk spilde en masse af deres begrænsede markedsføring ressourcer, da de ikke kan effektivt konkurrerer simpelthen ved at efterligne de finansielle marketing praksis, af industrigiganter. For de fleste finansielle tjenesteydelser er marketingorganisationer, forsøger at forfølge enhver marketplace lejlighed nytteløs. En langt mere pragmatisk, omkostningseffektive finansiel markedsføring tilgang er at maksimere virkningerne af deres begrænsede markedsføring ressourcer ved at fokusere meddelelser pÃ¥ kun de mest modtagelige markeder. At fokus opnÃ¥s gennem omhyggelig markedssegmentering.

Markedssegmentering er processen med at inddele marketplace i kunde/udsigten grupperinger, som har lignende egenskaber og er tilbøjelige til at udstille lignende adfærd. Som et nøgleelement i et effektivt strategisk marketingplan kan markedssegmentering lette den indsigtsfulde markedsanalyse, opdagelsen af underbetjente nicher og brugen af tilgange, der opnår konkurrencefordele. Basis for vellykket markedssegmentering er godt udtænkt markedsundersøgelser, der giver indsigt i meningsfuld kunde træk og guider prioritering af mulige målmarkeder og marketing teknikker.

General Motors tilbyder et tidligt eksempel pÃ¥ vellykket markedssegmentering. I begyndelsen af 1920erne omdefineret GM sin markedsføringsstrategi af segmentering bilkøberne til pris/kvalitet parentes. De opdelte derefter deres tilbud ved at fokusere produkter, sÃ¥vel som deres reklamer og markedsføring forfremmelse, til at opfylde behovene hos hver klasse af købere. SÃ¥ledes begyndte familien renown af GM-produkter — Chevrolet, Pontiac, Oldsmobile, Buick og Cadillac. Ford, som tilbød sin standardiseret Model T i “nogen farve sÃ¥ længe det er sorte”, blev fanget flad-footed og blev tvunget til at lukke sin vigtigste floden Rouge anlægget i næsten et Ã¥r at forny i et forsøg pÃ¥ at genvinde en konkurrencedygtig holdning.

GM eksempel illustrerer, kræver gennemførelsen af et effektivt marked segmentering strategi ikke at en virksomhed ændrer sine produkter eller tjenesteydelser. Hvad det kræver er, at virksomheden:

* Effektivt matche produkter og tjenester til de identificerede behov og ønsker af kunder inden for markedssegment(er) mål og

* Håndværk fokuseret reklame og pr-kampagner, der overbevisende artikulere værdi proposition, der tilbydes af disse produkter/services i håndteringen af de specifikke behov i de forskellige målmarkeder.

Markedssegmentering er helt sikkert mere en kunst end en videnskab. Nogle af de mere almindelige segmentering skærme udnytte geografiske, demografiske, socioøkonomiske, psykografiske, brug og/eller fordel overvejelser. Der er dog også en række kreative marked segmentering forskning og analyse teknikker, der har vist sig for at være ganske effektiv. Markedssegmentering tilbyder den uhyggelige evne til at matche produkter og målmarkeder.

I gør segmentering markedsundersøgelser for finansielle tjenesteydelser produkter og tjenester, finder vi, at medtagelsen af forskellige “attitude differentiering” faktorer kan være særlig relevant. Ved hjælp af passende segmentering skærme, kan marketingfolk øge effektiviteten af deres markedsføring beskeder af:

* Først, sub segmentering perspektiver/klienter baseret på deres køb dispositioner som følger:

Innovatorer: Dem, der søger ud af innovation.

Tidlig adaptere: Dem trygge ved den nye og/eller forskellige.

Mainstream: Dem, der “gÃ¥r med strømmen.”

Sen adaptere: Dem, der har brug for et ekstra skub til at “komme med den.”

* Derefter, crafting bestemte meddelelser, der appellerer til fremherskende holdninger inden for specifikke grupper baseret både på individuelle opstilling og fase af den pågældende vare eller tjenesteydelse i sin marked cyklus.

Et effektivt marked segmentering strategi kan være et vigtigt redskab i stigende succes af finansielle salg og marketing kommunikationsprogrammer. Mens de fleste finansielle tjenesteydelser organisationer erkender vigtigheden af marketing segmentering, benytter meget få denne kraftfulde værktøj til sit fulde potentiale. For mange virksomheder baserer deres markeds segmentering strategier på overfladisk eller intuitiv analyse af deres markeder, snarere end bevidst markedsundersøgelser og target markedsanalyse. Med alle de potentielle fordele, vi overbevist om, at alle finansielle tjenesteydelser markedsføring professionelle bør tage et hårdt kig på, hvordan at maksimere de fordele, som markedet segmentering kan tilbyde.

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