PAZARLAMA YÖNETİMİ

Dividing the market according to buyer groups’ social class, lifestyle or personality characteristics is called psychographic segmentation. For instance, social class has a solid impact on consumer’s preference in cars, and clothing. Due to this, brands like Elie Saab offer both haute- couture (e.g. for celebrities, loyalty, etc.) and ready-to-wear collections. Another variable to use for psychographic segmentation is lifestyles of consumers which also influence product choice. For example, for consumers who are careful about their diet, Coca Cola produces “light” versions of its products.

Micromarketing aims to tailor products and marketing programs according to individual’s and local customer groups’ needs and wants. With this strategy companies, seeing the individual in every customer, analyze the specific features in every customer.

Deals with day-to-day performance and results

Represents only one stage in organizational development

Functional and professional orientations likely to overweigh

Goals are separated to specific targets

Significance of goals and strategies is immediately recognizable

Strategic Planning;

Has an overall, long-term organizational direction

Creates long-term organizational framework

Overall orientation is required to fit the organization to its environment

Goals and strategies are assessed from an overall perspective

Significance of goals and strategies is only recognizable over the long term