2 bach GD - Diseño e investigación de campo (segmentación del mercado)

  https://www.youtube.com/watch?v=VqRlR5RdAl8

 Selección del producto para la iniciativa empresarial


La selección del producto viene determinada generalmente por el interés personal, la intención de ayudar a resolver un problema y el impacto positivo que puede tener en la sociedad y el medio ambiente. Para seleccionar un producto, es necesario que el empresario disponga de datos e información de revistas, estadísticas gubernamentales y bibliotecas universitarias; el empresario también puede entrevistar a personas que tengan conocimiento de los productos que está pensando elegir.

Segmentación del mercado


Las empresas o negocios buscan satisfacer las necesidades y deseos de un grupo de consumidores, que se denomina mercado objetivo. La selección del mercado objetivo es una tarea delicada, ya que se encuentra dentro de un grupo amplio e indeterminado de consumidores.


La segmentación del mercado permite a una empresa aumentar su eficiencia global al concentrar sus limitados recursos en los esfuerzos que producen el mejor retorno de la inversión (ROI).


Tipos de segmentación del mercado


Segmentación demográfica

Segmentación por empresas

Segmentación geográfica

Segmentación por comportamiento

Segmentación psicográfica

Beneficios de la segmentación del mercado

Mayor eficiencia de los recursos. 

Imagen de marca más fuerte.

Mayor potencial de fidelidad a la marca.

Mayor diferenciación del mercado

Publicidad digital mejor orientada.


El mercado es el mayor grupo de personas con gustos y preferencias variados. Por ejemplo, todas las personas que consumen bebidas. 


El segmento es una parte más pequeña del mercado. Por ejemplo, todos los que consumen bebidas oscuras. 

El Mercado Meta es el grupo de personas al que el empresario quiere llegar. Por ejemplo, las personas del centro de Ambato, que consumen bebidas oscuras en lata. 

El proceso para determinar los verdaderos consumidores de un producto se denomina segmentación del mercado. Seleccionar el mercado objetivo requiere de un estudio profundo, esta es la tarea más importante de un negocio. El éxito de las ventas depende, en gran medida, de entender qué quiere cada posible comprador para integrarlo al mercado y convertirlo en un cliente habitual. 



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