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Att identifiera den omedvetna kunden Etablering av ett marknadsorienterat synsätt hos

Andersson, Emma and Holm, Catharina (2008) MIO920
Production Management
Abstract
Working market-oriented and targeted calls for a strategic thinking and an
understanding of both external and internal conditions of the company.
Based on a qualitative research method a model is set up to act as a method
of marketing. The model takes a systematic way of thinking into account,
but also a lack of resources in terms of financial resources, skills within the
company and market information.
Market targeting makes demands on the company's expertise in market
analysis and the market's ability to express the formal procedures as well as
needs and attitudes. The research might therefore not always result in clearly
defined segments.
By analysing the targeted markets different needs, a differentiation of the
company's... (More)
Working market-oriented and targeted calls for a strategic thinking and an
understanding of both external and internal conditions of the company.
Based on a qualitative research method a model is set up to act as a method
of marketing. The model takes a systematic way of thinking into account,
but also a lack of resources in terms of financial resources, skills within the
company and market information.
Market targeting makes demands on the company's expertise in market
analysis and the market's ability to express the formal procedures as well as
needs and attitudes. The research might therefore not always result in clearly
defined segments.
By analysing the targeted markets different needs, a differentiation of the
company's communications can be done. In this way, segments are created
rather than identified. This approach is especially relevant when a company
presents a unique offer to a market that has not yet expressed a need of the service in particular. (Less)
Please use this url to cite or link to this publication:
author
Andersson, Emma and Holm, Catharina
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Market orientation, target marketing, lean marketing, segmentation
other publication id
08/5303
language
Swedish
id
1979206
date added to LUP
2011-06-17 12:47:01
date last changed
2011-06-20 11:22:04
@misc{1979206,
  abstract     = {Working market-oriented and targeted calls for a strategic thinking and an
understanding of both external and internal conditions of the company.
Based on a qualitative research method a model is set up to act as a method
of marketing. The model takes a systematic way of thinking into account,
but also a lack of resources in terms of financial resources, skills within the
company and market information.
Market targeting makes demands on the company's expertise in market
analysis and the market's ability to express the formal procedures as well as
needs and attitudes. The research might therefore not always result in clearly
defined segments.
By analysing the targeted markets different needs, a differentiation of the
company's communications can be done. In this way, segments are created
rather than identified. This approach is especially relevant when a company
presents a unique offer to a market that has not yet expressed a need of the service in particular.},
  author       = {Andersson, Emma and Holm, Catharina},
  keyword      = {Market orientation,target marketing,lean
marketing,segmentation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att identifiera den omedvetna kunden Etablering av ett marknadsorienterat synsätt hos},
  year         = {2008},
}