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Behavior, lifestyle, interests, and choices are few of the salient factors that affect the decisions

made by consumers in their daily dealings with which products and services to avail in order to
sustain their needs and wants. Thus, non-demographic profile of the target market should be
the focus of the 'getting to know the consumer phase’ to devise effective marketing strategies
that will satisfy and encourage the market to avail one's offerings. To achieve this, qualitative
research and quantitative research should be conducted, respectively, among the target
consumers to gather data regarding the above stated.

Given the said data, segmentation, one of the most crucial phases of marketing planning, could
be derived which, again, should be more considerate to non-demographic profile. For an
instance, St. Paul Technological Institute of Cavite, Inc. (St. Paul TIC) could have 2 sets of
segmentation: (1) according to the enrollment platform/medium of enrollment, and (2) according
to social class/capability to avail our offerings. In segmentation 1, our target market could be
divided into: A. Walk-in Clients, B. Over the Phone Clients, and C. Online Clients. On the other
hand, segmentation 2 is divided into : Classes A, B, and C.

Through this segmentation, industries and institutions such as St. Paul TIC, should derive
marketing strategies. Although St. Paul TIC already have strategies to cater the said segments,
it is advised to come up with a strategy that can cater all the segments simultaneously and can
benefit both the segments and the institution (e.g. online enrollment, bank-based payments, and
online or in-app payments).

Doing so, St. Paul TIC will have the chance to identify its most obvious consumers/segments,
and will have an opportunity to devise strategies that will have a long-term effect on the part of
the institution and the 'priority’ segments. For example, after the studies and segmentation, St.
Paul TIC found out that majority of the enrollees for Senior High School (S. Y. 2019-2020) are
from Classes A and B, the institution should set these classes as 'priority’ consumers -
consumers who are subjects for 'keeping’ strategies or marketing strategies that will not only
encourage them to enroll but also to remain loyal to the institution.

In contrast, segmentation, the results of the qualitative and quantitative studies, the behavior,
the lifestyle, the trends, the competitors, and all other factors that could have impact to the
consumers are dynamic. These could easily change over a short period of time ( e.g. 20% of the
Paulinians decided to transfer to other institutions around Dasmariñas) because of factors which
could or could not be caused by us. Therefore, marketing planning and segmentations should
be treated as an infinite process that is considerate to their consumptions in the past ( what
they liked), present (what they like), and future (what they might like based on past and present
likes) and to their behavioral patterns.

In general, marketing is an application of science. It strictly adheres to the step-by-step process


of scientific method, and it is governed by laws both applied in science and economics such
as...

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