Thi truong gom nhirng nguai mua khac nhau ve mot hay nhieu mat, hg co the khae nhau ve mong muon, siic mua, dia diem, thai do mua sam. each thiic mua sam. Trong nhiing bien nay chgn bien phu hgp de phan khiic thi truang.
Khiic thj truang la nhijng nhom Ian c6 the nhan biet dugc trong thi truang. Cac khiic thi truong thu hiit mot so doi thii canh tranh.
* Quy trinh phan khiic thi tru'ong:
Khao sdt: Tien hanh phong van tham do de hieu thai do, dong ea nguai tieu dung thong
qua cac mau phieu dieu tra.
Giai doan phan tich: Ap dung cac each phan tich yeu to doi voi cac so lieu, tim ra nhiing
Thai do xac dinh dia diem: Moi khiic dugc xac dinh dac diem phan biet ve thai do. hanh
vi, nhan khau hgc, tam ly. thoi quen sir dung.
Moi khiic thi truang co the dat ten dua vao dac diem noi bat nhat.
* Ca SO" phan khuc thi trirong nguoi tieu diing:
- Dia ly: Vung, thanh pho hay khu tuong duang, mat do dan so. khi hau.
- Nhan khdu: Tuoi tac, giai tinh, quy mo gia dinh, chu ky song ciia gia dinh. thu nhap,
nghe nghiep, hgc van. ton giao, chung tgc. dan tgc.
- Tdm ly: Tang lop xa hoi, loi song, nhan each.
-Hanh vi: Ly do. ich lgi, tinh trang nguai su dung, miic do trung thanh, giai doan san
sang, thai do vai san pham.
* Co* so* phan khiic thj tru-cmg tu- lieu san xuat:
- Nhdn khdu hoc: Nganh, quy mo cong ty, dia diem;
- Cdc biin khai thdc: Cong nghe, tinh trang nguai sii dung, nang lire ciia khach hang; - Phuang thuc cung img: To chiic chiic nang cung ung, ca eau quyen lire, tinh chat ciia
moi quan he hien co. chinh sach mua sam chung. tieu chuan mua sam;
- Nhiing yiu td tinh huong: Khan cap. ling dung dac biet. quy mo dan dat hang;
- Dac diem ca nhdn: Nguai mua nguai ban tuong tu nhu nhau. thai do doi vdi riii ro,
long trung thanh.
* Cac yeu cau doi voi viec phan khuc thi trirong:
Co nhi^u each de phan khiic thi truong, tuy nhien khong phai tat ca cac each phan khiic thj truang d^u co hieu qua. De dam bao hiju ich toi da cac khuc thi truang phai co 5 dac diem sau:
- Do luang duac: Quy mo, siic mua ciia khiic thi truang deu do dugc. Cac bien phan
- Khd Ian: Nhiing khiic thi truang nay phai kha Ian va sinh lai xiing dang de phuc vu.
Khiie thi truang nay phai la mot nhom Ian nhat va dong nhat. xiing dang d6 thuc hien mot chuang trinh marketing rieng;
- Co the tiep can duac: Cac khiie thi truang phai tiep can dugc va phuc vu co hieu qua; - Co the phan biet duac: Cac khiic thi truang nay khae biet nhau ve quan niem va dap
img khac nhau doi vai cac yeu to marketing mix va chuang trinh marketing khac nhau;
- Co the hoat dong duac: Co the xay dung nhiing chuong trinh c6 hieu qua de thu hiit va
phuc vu nhung khiic thi truang do.