Critically Discuss How a Company Might Use Behavio

Critically discuss how a accompany index usance behavioral segmentation variables to ensure that its selling mix is rough-and-ready.

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This essay critically discusses how a company might utilization behavioural segmentation variables to ensure it uses the most hard-hitting selling mix. Firstly I will outline behavioural segmentation variables and what exactly the marketing mix is. Then I will explain how behavioural characteristics can be effective for segmenting the consumer market. I will also discuss a behavioural framework developed by Ryans (1969). Marketing mix

Behavioural criteria is the rule of segmenting consumer wares and service markets using behaviouristic methods (e.g. by product usage, purchase, and media usage) as bases for segmentation.(P.Baines, C.Fill, K.Page (2008) Marketing). These three behavioural variables can help us visibility and segment consumer markets because of their differing constructs.
The marketing mix is the list of items a marketing manager should consider when devising plans for marketing products, including product decisions. The marketing mix can be simplified as the quaternary Ps; Product e.g. the item and how it satisfies the customers needs, Place e.g. the distribution of the product, Price e.g.



the cost to the customer, and the cost accession profit to the seller and finally Promotion e.g. how the products benefits and features are promoted to the potential buyer. The use of the marketing mix by companies is to help produce a profitable enterprise.
Firstly product usage can segment a market on the basis of how often a customer uses a companys goods or services. These can then be categorise into low, medium and high users, by usage rate. Companies will use this information to develop marketing mixes and service specifications for each convocation of users. These companies will then target the different groups of users in differing ways.
The coterminous behavioural variable has seen rapid growth in new times because of the...If you want to get a full essay, fellowship it on our website: Orderessay



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