Academic literature on the topic 'Marketing factor segmentation'

The goal of the master's thesis is to find out similarities or differences among consumers in the Czech beer market by using primary and secondary research and content analysis. The thesis contains two parts, the theoretical and the practical one. Market segmentation, marketing research and Czech beer market are described in the theoretical part. The practical part includes market segmentation by using secondary data (agency data MML-TGI with Data Analyzer software), primary data (own research with SPSS software) and content analysis of print advertisements. Segmentation is realized by variety of methods, e. g. cluster and factor analysis, general analysis, contingency tables, MCART analysis, media neutral quintiles etc. Post hoc segmentation (forward and backward) is used in this thesis. At the end of this master's thesis detected segments are characterized and marketing suggestions for each of them are stated.

nÃo hÃ<br>The high inflationary indices that had lasted in Brazil in the 80âs, had been damaging, for several segments of the society, benefiting few economic sectors. Among those segments that had grown in this uncommon conjuncture, the financial institutions are distinguished, companies that focused their activities in terms of keeping public founds and application from federal governmentâs papers, avoiding to carry through operations of loans and financings, preventing to run in risk. The management used to maximize profits and to prevent risks took these institutions to carry through great investments in technological solutions and the main goal was to transform the processes of finance transferences into a very quick way and reduce the costs with salaries. As a consequence of this process the contact with clients became very impersonal. The view of knowing and evaluating the customers started right after the implantation of the Brazilian Real Plan was initiated after and beginning of the process of reduction of the inflation indices and taxes of interests. In this environment appeared the union corporations that work among doctors and belong to Unicred System, institutions that in last fifteen years comes conquering spaces in niches, that previously were exclusive for banks in commercial field and that encloses 129 cooperatives in Brazil. This paper presents an study about Unicred of Fortaleza, involving its controllers e cooperated clients, beyond the controllers of the Unicred Porto Alegre, Unicred of Southwestern Goias, Unicred of Southern Rio de Janeiro, Unicred Middle Plateaus and Unicred Saint Carlos, what are the only ones in Unicredâs System that work exclusively in the niche of doctors and their relatives. The work identify, in the perspective of the involved companies: the reasons from what doctors decided to belong to Unicred and maintain financial relationship with it, although all sort of financial institutions that can be found in the market; the view that they have of the services provided by their business; the importance of the main tools of marketing relationship used to conquer and maintain the associated partners and focus the risks of the competition of the banks over the niches in what the Unicred system what on. The study contributes in terms of making a review of the concept that doctors, in function of the image of a joined and cooperative class, have a strong cooperative feeling, being this the main booster of the growth of Unicred System.<br>Os elevados Ãndices inflacionÃrios que perduraram no Brasil na dÃcada de 1980, foram malÃficos para diversos segmentos da sociedade, beneficiando poucos setores econÃmicos. Entre os segmentos que cresceram nessa conjuntura incomum, destacam-se as instituiÃÃes financeiras, que focaram suas atividades na captaÃÃo de recursos junto ao pÃblico e aplicaÃÃo em tÃtulos do Governo Federal, evitando realizar operaÃÃes de emprÃstimos e financiamento para nÃo correrem riscos. As polÃticas de maximizar ganhos na captaÃÃo de recursos e evitar riscos nas operaÃÃes de crÃdito levaram essas instituiÃÃes a realizar elevados investimentos em soluÃÃes tecnolÃgicas, com o objetivo de tornar Ãgeis as transferÃncias de recursos, reduÃÃo dos custos operacionais e de mÃo-de-obra. Como conseqÃÃncia, o contato com a clientela tornou-se impessoal. A visÃo de obter resultados por meio do conhecimento e valorizaÃÃo do cliente iniciou-se apÃs a implantaÃÃo do Plano Real e da reduÃÃo dos Ãndices de inflaÃÃo e taxas de juros, que forÃaram os bancos a buscar novos ganhos na intermediaÃÃo financeira. Neste clima conturbado, surgiram as cooperativas de crÃdito, que atuam no segmento mÃdico associadas ao Sistema Unicred, instituiÃÃes que, nos Ãltimos quinze anos, conquistaram espaÃos em nichos anteriormente exclusivos dos bancos comerciais e que atualmente abrange 129 cooperativas em todo o Brasil. Esta dissertaÃÃo apresenta estudo realizado junto à Unicred Fortaleza, envolvendo seus cooperados e dirigentes, alÃm dos dirigentes da Unicred Porto Alegre, Sudoeste Goiano, Sul Fluminense, Planalto MÃdio e Unicred SÃo Carlos, que, a exemplo de Fortaleza, sÃo atualmente as cooperativas integrantes do Sistema Unicred a atuar, exclusivamente, com o nicho que abrange os profissionais mÃdicos e seus componentes familiares. O estudo identifica na perspectiva dos envolvidos: os motivos que levam os profissionais mÃdicos a se tornarem cooperados e a manterem relacionamento financeiro com a Unicred Fortaleza, apesar da diversidade de opÃÃes de instituiÃÃes financeiras existentes no mercado; a visÃo dos cooperados e dirigentes sobre os serviÃos ofertados por suas cooperativas; as principais ferramentas do marketing de relacionamento utilizadas na conquista e manutenÃÃo de cooperados; e destaca a ameaÃa da concorrÃncia dos bancos sobre o nicho de mercado atendido pelas cooperativas integrantes do Sistema Unicred. O estudo contribui para revisÃo do conceito de que os mÃdicos, em funÃÃo da imagem de classe unida e corporativista, teriam um forte sentimento cooperativista, sendo este o principal impulsionador do crescimento do Sistema Unicred.

The thesis is aiming to describe a procedure suitable for business valuation of start-up companies. Secondary aim is to provide the value itself. There are several methods described in the theory, which are utilized to define the strategic position of a start-up company. Most of them come from strategic marketing. Chapters about finances and risk follow and work with the conclusions about the strategic position of the company. The application part starts with defining strategy and concludes with market value estimate. In respect to the width of the topic, the application part is aimed at core aspects only.

Jirák, S.: Dissertation. Jindřichův Hradec : The University of Economics, Prague, Faculty of Management in Jindřichův Hradec 2009. 78 s. Dissertation consulting professor Doc. Ing. Hana Ezrová, CSc.. The work considers using marketing directing in a specific company. Specific resources and solutions are used, and based on them a description and analysis of marketing directing in company LINE, s.r.o. was made. This project is divided into two parts, the first is created as a general frame for the use of marketing directing and the second part is the application part, with definition of company and subsequent analysis of each steps of marketing directing. The conclusion contains recommendations connected with the world financial crisis.

碩士<br>銘傳大學<br>管理研究所碩士在職專班<br>98<br>Follow by the advances in technology and diversification of consumer demand, the global IT (Information Technology) industry changes rapidly. The existing structure of the computer market and users’ concept, are changing gradually which affect by the launch of the Netbook. This research describes current status and situation of consumer computer industry in recent years, and according to this, analyze the niche market of consumer computer, consumer experience and attitudes. Then product attributes as a basis for market segmentation, the consumers of Netbook were classified into four groups: emphasis on functionality, the ultimate luxury oriented, pragmatic approach and slim-type outlook. There were significant differences of the demographic variables and consumer experience and attitudes, and purchase intention variables between the groups. Finally, according to the differences between the groups found in this study, the strategic suggestion of the marketing mix (product, price, promotion and channels) has presented.

碩士<br>銘傳大學<br>企業管理學系碩士在職專班<br>100<br>That market consumer electronics product pioneer provider, Apple, was based on its iPhone and iPod touch successful experience and reintroduced all new Tablet PC - iPad is an experience of innovation product. It not only caused market refocus on new electronic product but also changed consumer operation experience on mobile devices. At the same time, iPad lets Tablet PC become well know product again and arouse heated discussion. Electronics industry companies for the tablet PC product, nothing more than the use of innovation design whose major purpose is to attract more consumes to purchase product to maintain companies’ operations.Therefore, this thesis is used of Tablet PC relevant product attributes as the basis of Market Segmentation. As survey result point out consumers were divided into four separated groups. That each individual group also appears consumer characteristic and prevalence of characteristic are existed difference relationship. This thesis is used to the SPSS statistical software as a research tool. The analysis found out that each segment group of consumer characteristics and prevalence will be significant difference. The final result of the analysis also develops a marketing strategy for each segment group.

碩士<br>銘傳大學<br>企業管理學系碩士在職專班<br>106<br>The brand manufacturer Apple garnered the successful experience of the iPhone and iPad, making consumers love the way of touch operation. At the same time, due to changing environmental conditions, notebook with touch panel has become the mainstream of the new generation product. Major brand manufacturers have launch touch panel notebook . Innovative design, lighter appearance, and more powerful performance are designed to attract consumers to purchase products. Therefore, this research adopts product attributes and characteristics of consumers are used as the basis for market segmentation, and the results of the questionnaire survey are divided into three segments for consumers, and marketing strategies are proposed for different groups.

The present research aims to contribute with the evaluation and a segmentation index criterion of the customer group value in order to improve knowledge to the telecommunication industry, in value assessment and in market subdivision based on customer value. This thesis gives practical instrument measure and guiding suggestions to a deeper customer value assessment, combining characteristics of the communication industry in China, based on outstanding domestic and foreign research results and taking the group customers of China Mobile Sichuan Company. A first brief crossing between theoretical backgrounds of customer value assessment, segmentation concept and group customer, allowed the selection and choices of the methodology and the variables that influence group customer value. The following empirical step complemented the development of the assessment index system to calculate the group customer value and the following cluster analysis. The results obtained included the industry experts' experience, which help the identification of the 14 factors that influence the group customer value and the data analysis from 2000 group customers, which has been extracted from the mobile BOSS system. Factor analysis and analytic hierarchy process (AHP) method are used to calculate weights of indexes. Finally, based on current value, potential value, social value and the total value, clusters with typical characteristics are discovered using K-means clustering method. And corresponding marketing strategy is put forward.<br>Esta tese avalia o Valor de grupos de clientes, no âmbito da grande empresa chinesa de telecomunicações móveis, a Sichuan Mobile. O presente estudo contribui para a análise da avaliação e segmentação de grupos de clientes, nomeadamente no mercado das telecomunicações. Este, sugere, ainda, um instrumento prático de medida; um índice de medida do valor de grupo de clientes é proposto e construído com base em análise de dados secundários do sector e do mercado chinês e primários baseados opiniões de peritos do sector e de resposta a um inquérito dos grupos de clientes da China Mobile. Após uma breve revisão do enquadramento teórico de conceitos inseridos na Gestão do Marketing, como Valor do Cliente, Segmentação e cliente-grupo, foram analisadas e seleccionadas as opções metodológicas e as variáveis que podem influenciar a avaliação do valor de um grupo de clientes. O desenvolvimento do índice de ponderação do valor de grupo de clientes foi elaborado após vários passos. Em primeiro lugar foram identificados, junto de peritos do sector, 14 factores que influenciam a avaliação do valor de grupo de clientes; Depois, efectuou-se um inquérito a 2000 grupos de clientes, retirados do sistema móvel BOSS da empresa Sichuan Mobile. Por fim realizou-se à base de dados obtida análises estatísticas como Análise Factorial e de Hierarquia (AHP), métodos que permitiram obter a ponderação do índice. Finalmente, com base no índice de valor corrente, valor potencial, valor social e valor total foram identificados os clusters. A análise destes clusters permitiu ainda sugerir estratégias de marketing em adaptação a cada cluster.