Piacfelosztás

Piacfelosztás, a Hungarian term often translated as market segmentation, is a fundamental marketing strategy. It involves dividing a broad consumer or business market into smaller, more defined groups of consumers. These groups, known as segments, share similar characteristics, needs, or behaviors. The purpose of market segmentation is to enable companies to target specific customer groups more effectively with tailored marketing messages and product offerings.

The process typically begins with identifying key segmentation bases. These can include demographic factors such as age, gender, income, education, and occupation. Geographic segmentation divides the market based on location, like countries, regions, or cities. Psychographic segmentation focuses on lifestyle, values, attitudes, and personality traits. Behavioral segmentation categorizes consumers based on their purchasing habits, product usage, brand loyalty, and benefits sought.

Once segments are identified, marketers evaluate their attractiveness. This involves considering factors such as segment size, growth potential, profitability, and accessibility. Companies then select one or more target segments to focus their marketing efforts on. For each target segment, a unique marketing mix, comprising product, price, place, and promotion, is developed to meet their specific requirements and preferences. This targeted approach aims to maximize customer satisfaction and achieve higher marketing ROI compared to a mass-market strategy.