26881_AE Aula 3
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Administração de Marketing
Aula # 3 – 02/09/2014
Segmentação de mercado e preisão de deman
Prof. Dr. Eva
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Contexto histórico
Era da ProduçãoConcentração naeficiência da fabricação
Era das VendasConcentração navenda de produtosexistentes
Era do MarketingConcentração nasnecessidades e desejosdos clientes
Era do Marketingde RelacionamentConcentração nosfornecedores e namanutenção dos clienexistentes
Antes de 1925
1925 a 1950
1950 a 1990
1990 em diante
C o n q u i s t a
d e c l i e
n t e s
C o n s e
r v a ç ã o d e
c l i e n t e
s
Fonte: Mck
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Uma grande descoberta: osmercados não são !omog"neo
Ford modelo T (1908-1927)
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Era das VendasConcentração na
venda de produtosexistentes
Era do MarketingConcentração nasnecessidades e desejosdos clientes
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Conceito de S$M%&A'()
Dividir o mercado agrupando oscientes !ue tenham
caracter"sticas semehantes#possibiitando a de$ni%&o da
necessidade de cada p'bico
ot
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Conceito de S$M%&A'()
-denti$car# em um mercado heterog.grupos de consumidores com caracter
semehantes
Hooley e Sau
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Conceito de S$M%&A'()0egmenta%&o envove identi$ccomportamento de compras homog.nedentro de um segmento (e comportamenheterog.neo entre segmentos)
***de modo +ue cada segmento poss
ser considerado como um alo para umi, de marketing di-erente*
vans (*++/)
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0egmenta%&o
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2or !ue segmentar3
• 4s consumidores n&o s&o iguais5• es n&o devem ser tratados como iguais5• ntender os di6erentes grupos de consumidores5• Desenvover estratgias di6erentes para os merc
avo5• 2ossibiitar a avaia%&o dos investimentos reai8a
composto de marketing
Wedel (2000)
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0egmentos versus ichos
0egmento
icho
-ndiv"duo
ock (1+;)
2unk ock (1;)
Wells (2011)
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Critrios para segmenta%&o
Baker (200)
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Cassi$ca%&o de vari<veis desegmenta%&o
"ve 4b=etiva 0ub=etiva"ve >era(consumo)
-dade# n"ve deeduca%&o# <reageogr<$ca
stio de vida#vaores#personaidade
"ve espec"$co dedom"nio(casse do produto)
?re!u.ncia de uso 2ercep%&o# atitude#pre6er.ncia#
interesses# opini@e
"ve espec"$co(marca)
?ideidade A marca(comportamento)#6re!u.ncia deutii8a%&o
?ideidade A marca(atitude)# pre6er.ncpea marca# inten%&de compra
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Bases tradicionais de segmenta%&
&
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Bases tradicionais de segmenta%&
Medidas4b=etivas
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Bases tradicionais de segmenta%&o
Medidas4b=etivas
Med0ub=
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Demogr<$cas
0exo-dade
Casse socia
?am"ia
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Demogr<$cas
0exo-dade
Casse socia
?am"ia
.iclo de ida das
-amliasD2D02-M- C0
D440 D E-F4GH-4I
CJM 02D40D-C
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0egmenta%&o 2sicogr<$cGK0 L Gaores e stios dBases de
0egmenta%&o
Demogr<$ca
2sicogr<$ca
0egmenta%&o
porbene6"c
io
0egmenta%&opessoasitua%&
o
>eodemogra$
a
!tt":##$$$%strate&'us'ness'ns'&!ts%om#*als#sur*eyne$%s!tml
Pensadores
Crentes
Realizadores
Lutadores
Experimentadores
Fazedores
Sobreviventes
Inovadores
M o t i v a ç ã o
Recursos
Altos recursos e
Alta inovação
Baixos recursos
e Baixa inovação
tividade para o próximo
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tividade para o próximoencontro
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0egmenta%&o 2sicogr<$caAtitudesnteresses)pini@
Fonte: +n&el, Blak$ell, 'n'ard. 2000. "% 279)
2 b 6" i
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2or bene6"cios
0egmenta%&o com base no bene6"cio esperado coutii8a%&o do bem
0egmento Bene6"cio sperado
Crian%as N =ovens 0abor
doescentes e 6am"ias Dentes brancos e brihantes
2ais e m&es 2reven%&o de c<ries
-ndependentes 2re%o
Segmentação por ene-cios dos consumidores ddentri-cio
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2essoasitua%&
0egmenta%&o com base na intera%&o entre ascaracter"sticas do consumidor# os bene6"cios espea ocasi&o de uso 0egmento 4casi&o
Muher aduta rabaho 2r
Ka8er Co
vento 0ocia se
0egmenta%&o por pessoasitua%&o das cca%ados
>eodemogr<$c
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>eodemogr<$c
Com base em dadosCoeta no 2DG
ichos de consumo
Orea de inPu.ncia do vare=istaNo=a
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d d d
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?onte de dados
ase ados
Secundrios
ados 5rimrio
Demogr<$ca
2sicogr<$ca
2or bene6"cios
2essoasitua%&o
>eodemogr<$ca
Um case atua: o Mosaic Br
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Um case atua: o Mosaic Br
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Era do Marketing
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Era das VendasConcentração navenda de produtos
existentes
Era do MarketingConcentração nasnecessidades e desejosdos clientes
t i d M & d
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oventa ipos de Mensura%&o deDemanda (, x / x Q)
Vendas totais
Vendas da empresa
Vendas de linha de produto
Vendas de forma de produto
Vendas de itens de produtos
Vendas setoriais
Nível deproduto
Território
RegiãoPaís
Cliente
Mundo
Nívelespacial
Curto prazo Médio prazo ong
Nível temporal
stimativa da Demanda
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stimativa da DemandaCorrente
• 2otencia tota do mercado• 2otencia de mercado da <rea• Gendas setoriais• 2articipa%&o de mercado
ti ti d D d
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stimativa da Demanda?utura
• 2es!uisa das inten%@es dos compradores• Composi%&o de opini@es da 6or%a de vendas• 4pini&o de especiaistas• n<ise de vendas passadas• este de mercado
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P!"#C#!N$M%NT! P$R$ !&T%R V$NTC!MP%T#T#V$
( a forma como um produto ou servi)o é definido pelos con*uanto a seus atri+utos mais importantes (e/%: Bomr'l te
ut'l'dades, o-de-34ar 5 lu&ar de &ente 6el', olks$a&en: *o
*o on6'a, et%)
( o lugar *ue o produto ou servi)o ocupa na ca+e)a dos concom rela)ão aos produtos e servi)os concorrentes (e/%: "al!
Bomr'l, omom Son!o de alsa, sao em "; <mo, a&ua
l="'s >o!ann Faer, aneta es6ero&r=6'a B', a'/a eletr?n'o
Horas, trans"orte de *alores Br'nks, et%)
) 67 8 5)S.)%AM%&) ) 5)7&) %)
M.A):
$&!R,$'%N" P$R$ $"%'M%NT$-.! ,!"
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"%'M%NT$-.! ,!"M%RC$,!" ,% /M$ %MPR%"
Posicionamento Tipos de percep)ão envolvidas %0emplos
12 $tri+uto re3o. desem"en!o. araterAst'asdo "roduto et%
32 /so ouaplica)ão
42 Classe deproduto
Farm='a 2@ Horas (on*enle'te lon&a *'da (desem"en!
52 Classe deusu6rio
72 &enefício
82 Concorrente
Saor a&rad=*el. ra"'de de
"re"aro. rouste. "ontual'dade et%
<as'o. 6a'l'dade. omod'dade.
"ro"r'edade et%
araterAst'as do onsum'doromo as"etos s;'o-eon?m'os.
&eo&r=6'os. demo&r=6'os et%
orda&ens on*er&ente e
d'*er&ente%
ate&or'as d'6erentes de "roduto%
om'da on&elada. 'a% a5r
no atrasa. "rodutos desa
rel;&'o D "ro*a de !oCue e
arto de r5d'to "# "eCuen
om"ras. sor*ete E&ostoso
*ero e Enutr't'*o no 'n*ern
arros E"o"ulares. r'nCueart'&os esolares. rou"as
"ro6'ss'ona's et%
Gloo e SBT. e"s'-ola e
ola. Hert e *'s. ntel e
Je'te de Kosas. Saonete I
elular om a&enda tele6?n'
Um exerc"cio com atributos de automó
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Kuxuosos
?uncionais
C r
a d i c i o n a i s
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vo!ue
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Mercede8
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FB*+
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Camaro
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BMR Casse /
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4nix
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cosport
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BMR HS
#,%NT#9#C$-.! ,! P:&#C!;$V
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e6er.ncias
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Baker. %>% (200)% Administração de Marketing % So aulo: am"us
+n&el. >% F%, Blak$ell. K% I%, 'n'ard. % I% (2000)% Comportamento do Consumidor % K'o de
+*ans. % (200)% n: Baker. %>% (200)% Administração de Marketing % So aulo: am"us
Notler. %, Neller. N%J% (200O)% Administração de Marketing % So aulo: earson%
Hooley. G% >%, Saunders. >% (200)% Estratégia de Marketing e Posicionamento Competitivoearson
kenna. K% (1997)% Marketing de Relacionamento% So aulo: am"us
Wedel. % (2000)% Market segmentation: one"tual and met!odolo&'al 6oundat'ons% S"r'
Wells. W% I% (+d%)% (2011)% Life style and psychographics% arket'n& lass's ress%