Strategijska segmentacija tržišta
Strategic Market Segmentation
Apstrakt
Strategijsko planiranje marketing aktivnosti je osnov poslovnog uspeha u savremenim uslovima poslovanja. Potrošači u svojim preferencijama i očekivanjima nisu homogeni. Formulisanje adekvatne marketing strategije, koja je fokusirana na ostvarivanje strategijskih ciljeva kompanije, zahteva segmentiran pristup tržištu koji uvažava razlike u očekivanjima i preferencijama potrošača. Jedna od značajnih aktivnosti u strategijskom planiranju marketing aktivnosti je segmentacija tržišta. Strategijsko planiranje nameće potrebu planiranja marketing aktivnosti prema strtegijski važnim segmentima na dugi rok. Istovremeno postoji potreba revidiranja i prilagođavanja marketing aktivnosti na kratak rok. Postoji veliki broj kriterijuma na osnovu kojih se vrši segmentacija tržišta. U radu će na osnovu empirijskog istraživanja očekivanja i preferencija potrošača biti sagledana efektivnost i efikasnost različitih kriterijuma segmentacije tržišta. Analiza će obuhvatiti tradicionalne i kriterijume koji se zasnivaju na biheviorističkom modelu. Implikacije istraživanja biće analizirane iz perspektive izbora najadekvatnijih kriterijuma segmentacije tržišta u strategijskom planiranju marketing aktivnosti.
Abstract
Strategic planning of marketing activities is the basis of business success in modern business environment. Customers are not homogenous in their preferences and expectations. Formulating an adequate marketing strategy, focused on realization of company’s strategic objectives, requires segmented approach to the market that appreciates differences in expectations and preferences of customers. One of significant activities in strategic planning of marketing activities is market segmentation. Strategic planning imposes a need to plan marketing activities according to strategically important segments on the long term basis. At the same time, there is a need to revise and adapt marketing activities on the short term basis. There are number of criteria based on which market segmentation is performed. The paper will consider effectiveness and efficiency of different market segmentation criteria based on empirical research of customer expectations and preferences. The analysis will include traditional criteria and criteria based on behavioral model. The research implications will be analyzed from the perspective of selection of the most adequate market segmentation criteria in strategic planning of marketing activities.
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