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Segmentacja jako podstawa zróżnicowania działań marketingowych

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Szulce H., Walkowiak K., Florek M., Akademia Ekonomiczna w Poznaniu K. H. i. M.

Acta Universitatis Lodziensis. Folia Oeconomica

2004

vol. 179 cz. 1

Market segmentation has a key - meaning in marketing planning process and in choosing of strategy for both productive firms, service companies and non-profit organizations. Suit choice of segmentation criteria, procedures and useful methods adapted to specific, enabled business organization to bring profit in the shape of precise and effective activities. Separation of segments is difficult in stage of selection criteria of segmentation. In practice, segmentation of customers of companies is usually a combination of several criteria. For example banks combine age of customers with their level of education, or level of income with a range of using bank services. Identification and detailed profile of each b segments makes it possible to differentiate levels of quality of services and to adapt their products to customers' needs. In a field of territorial marketing, we start segmentation process from identification of subproduct and aims criteria, which buyers can realize. The next step is taking into account ' characteristics of consumers. Sometimes it is necessary and it is a priority to use geographical criteria. Territorial aspects determine the attractiveness of levels of each segment.

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1 Acta Universitatis Lodziensis. Folia Oeconomica

1 Akademia Ekonomiczna w Poznaniu K. H. i. M.

1 Florek M.

1 Szulce H.

1 Walkowiak K.

1 2004

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Segmentacja jako podstawa zróżnicowania działań marketingowych