De s ca rga do de

Segmentacin de clientes.
Una propuesta de clasificacin
por objetivos, dimensiones y
modos de aplicacin.

||||M|KI| M|I|||||||||

i|s|sm|.s is I||

|a|||s.ms |s.is|s
M. ee |I
a|||s.msas|ss|.ssm
www.as|ss|.ssm
De s ca rga do de





CONTENIDO.
|| ,.ssssts issamssts masst.s |ss i|ls.sstss t|,ss is ssmsstss|ss is s||sstss as issis |s|ss |
isss..s||smss. s|ss|l|ssiss ss lass|ss is |ss s|jst|.ss. i|msss|ssss is |sls.mss|ss , msiss is s,||sss|ss.

De s ca rga do de

smsstss|ss is s||sstss. |ss ,.s,assts is s|ss|l|sss|ss ,s. s|jst|.ss. i|msss|ssss. msiss is s,||sss|ss


www.as|ss|.ssm -+ ++ II |slsas|ss|.ssm |s|ss | is ||


SEGMENTACIN Y VISIN DE CLIENTE
|ss s||sstss sss i|ls.sstss sst.s s|. t|ssss sssss|isiss i|ls.sstss , s| .s|s. is asss , st.ss ss i|ls.ssts. Hs, ss
i|s ss ssam|is |s sss.ss|sss|s is |isst|l|ss. ssmsstss is s||sstss s|m||s.ss sss |ss as ssmas|ss.ss is
msss.s i|ls.sss|sis is st.ss ssmsstss.
|s ssmsstss|ss is s||sstss ss is|s ssslasi|.ss sss |s ssmsstss|ss is ms.ssiss. |sts ss ss |sss ss s|
s||ssts|si|.|ias. s|ss as |isst|l|ss s| ms.ssis sss ass sstss.|s ssss.sts , |s isss.||s ss lass|ss is| t|,s is
s||sstss as |s ssm,ssss. /ismss. |ss s||sstss ss sstss |isst|l|ssiss. sss |s as ss ss ,ss|||s ass. |s
ssmsstss|ss ,s.s ssts||sss. ass .s|ss|ss ,s.ssss||tsis.
|s ssmsstss|ss is s||sstss ss |sss ss |s s\|stsss|s is |ssss is istss is s||sstss. .ss|ss s ,stsss|s|ss. , s| ass
is tsss|sss is sss||s|s sstsi|st|ss is sstss istss. |sis as s\|stss sams.ssss s,.s\|mss|ssss s |s
ssmsstss|ss is s||sstss. ,.s,sssmss ss ssts issamssts .s.|ss s|ss|l|sss|ssss. ss lass|ss is i|ls.sstss
s.|ts.|ss.
||jst|.ss. l|ss||isi is |s ssmsstss|ss. smsstss|ss sst.sts|ss , ssmsstss|ssss tsst|sss
||msss|ssss. s t|,ss is |sls.mss|ss at|||tsiss
Msis is s,||sss|ss is |s ssmsstss|ss. ,.|ss|,s|mssts ss i|st|sas |s s,||sss|ss i|ls.|is l.ssts s |s
|smsi|stssatsmst|ss
LA SEGMENTACIN ESTRATGICA.
|sss|sts ss |s .siass|ss is tsis |s ssm,|sj|isi is istss is s||sstss. as ,asiss ss. m||ss s m|||ssss is sssss
sss s|sstss is istss. s ass ss|s lsts issis.
|ss s||sstss ss s.a,ss ss as sams.s .sias|is is ssmsstss
|ss .s.|s||ss ss .siasss s ass ss|s st|asts isss.|,t|.s is| ssmssts. ssms ,asiss ss. fam|l|as
pramac|aaeras. s|agles e pasa s espeasa a cr|ta. |stss st|astss s|stst|tss |s .ss .|asts is
istss as |ss sssl|a.sis s| ssmssts -ssis ass is |ss t.ssssss|ssss is| s||ssts sss tsis s| ists||s.
sas ss.ssts.|st|sss sss|sisms.sl|sss. sa i|stsss|s s| ,asts is .ssts. |ss ssss|ss is ssm,.s assiss.
|s |msss s ssst|sass|ss masst.s ass i|st.||as|ss is ssmsstss t|,|ss ss s| ssms.s|ss m|ss.|sts. ss as .sl|ss
is i|s,s.s|ss ss|.s iss .s.|s||ss s|s.s.

De s ca rga do de

smsstss|ss is s||sstss. |ss ,.s,assts is s|ss|l|sss|ss ,s. s|jst|.ss. i|msss|ssss. msiss is s,||sss|ss


www.as|ss|.ssm -+ ++ II |slsas|ss|.ssm |s|ss I is ||


Gasto medio
-
+
+
-
GRAN COMPRA
DESPENSA
FIELES DE
PROXIMIDAD
SINGLES
DE PASO
FAMILIAS
PROMOCIONERAS
LA COMPRA
DIARIA
F
r
e
c
u
e
n
c
i
a

m
e
d
i
a
Gasto Medio mensual 150
Ticket Medio 83
Frecuencia Media 1,8
Regularidad 66%
Antigedad 1,5
% Gasto Perecederos 15%
% Gasto Promocin 45%
% Gasto Primera Marca 10%
% Gasto Primer Precio 30%
% Gasto Marca Propia 40%
Tamao hogar 3,6
=

|asi.s |. Ms,s is ,ss|s|sssm|ssts is ssmsstss sst.sts|sss is ass ssssss is sa,s.ms.ssiss
|as|mssts. ,sismss .|sas||ts. ssms ss ,ss|s|sss as ssmssts ss s| sssjasts is .s.|s||ss.

6
Tamao 6.032 13,5% Venta 20,7%
Combustible Gasto medio mes 128 socios particulares 99% TIPO DE BARRIO DEL SOCIO
Combustible Gasleo pct 68% socios empresa 1% Ciudad y turismo 0%
Frecuencia mensual 4,01 Expansin turstica costera '70s 0%
Regularidad 0,96 1 tarjeta por socio 95% Pueblo costero e industrial 1%
Ticket medio comb en litros 33,53 2 o ms tarjetas por socio 5% Urbanizacin y extranjeros 0%
Gasto medio en tienda mensual 1,96 Expansin turstica segunda lnea '90s 0%
Gasto tienda % sobre total 2% Renta media por hogar 36.127 Rural 10%
Ticket medio tienda 2,72 Barrio y pequea ciudad industrial 55%
Kilmetros totales al ao 28.934 Semirrural. Agricultura y construccin 6%
n EESS de compra 1,59 Casco antiguo rehabilitado 1%
Distancia a ES ms cercana (Km.) 3,69 Antigedad media del vehculo 2001 Barrio histrico ciudades y metrpolis 4%
ES habitual no es la ms cercana 24% Das de alta en perodo % 99% Ensanche 3%
ES habitual no es ES de referencia 8% Barrios de clase media 11%
Expansin ciudades y metrpolis 10%
Redencin importe medio (vales) 19,78 TIPO DE VEHCULO
Redencin mensual media (vales) 3,76 Camin ligero 0%
Redencin tienda importe medio (vales) 0,01 Camin-autobs 0%
Redencin en tienda % sobre total 0% Coche 94% Leyenda de colores
Saldo final vales 8,42 Furgoneta 5% 50% mayor que media total, o superior nnnn
Moto 1% 25% a 50% mayor que media total nnnn
tasa de desertores 1% Otros 0% 25% menor que media total, o inferior nnnn
profesional en movilidad clase econmica

|asi.s I. ||s|s is ss.ssts.|st|sss is ssmssts is as ,.s.sms is l|is||tss|ss is sstss|ssss is ss..|s|s
|s ssmsstss|ss sst.sts|ss ,s.m|ts |sss. .ss||isi la |s|a ceatraa ea el cl|eate. s| ss. |s as|ss msss.s is
l|js. s|jst|.ss ,s. s||ssts. |. ,s. sjsm,|s. ass sst|isi l|ssss|s.s |asss .sias|. as |s tsss is s|ssisss is
|ss s||sstss ||sts.|sss s|tsmssts .|ssa|siss ss ,ss|.s. sstsssss ss ssssss.|s ass ssmsstss|ss sst.sts|ss is
s||sstss. Ks |s ss.s tssts s| |ss s|jst|.ss ss ,|sstsss ss ts.m|sss is ,.siasts. ,s. sjsm,|s |ss.smssts. s|
,ss|.s ss,tsis ss as .


|ss ssmsstss|ss sst.sts|ss s|sssts s| s\|ts sassis ss sss,tsis , at|||tsis ,s. |ss .ss,ssss||ss is ssss|s.
sss.|.t|ssisss ss s| ms,s sssss,tas| is s||sstss as tsis |s s.ss|tss|ss sss,ts ssms ,asts is ,s.t|is.
De s ca rga do de

smsstss|ss is s||sstss. |ss ,.s,assts is s|ss|l|sss|ss ,s. s|jst|.ss. i|msss|ssss. msiss is s,||sss|ss


www.as|ss|.ssm -+ ++ II |slsas|ss|.ssm |s|ss is ||


|s.s |s.s.|s. is|s s||sss.ss sss |ss s|jst|.ss ss.,s.st|.ss , |s .|s|ss is| ,.s||sms is sstss iss|ss.ss is
ssss|s. /ismss. .sa|s.s ,s. sa,assts ss,ss|isiss is sss||s|s s.sstsis is istss. sss tsss|sss is m|ss.|s is
istss ssms s|asts.|s s s.|s|ss is iss|s|ss. |ss mstsis|s|s sstssis. ss.|s.
|. Aaal|s|s e aegac|a. |sas|ssss sss |ss .ss,ssss||ss is ssss|s , lata.ss asas.|ss is| msis|s
-i|.sss|ss ssms.s|s|. ts..|ts.|s|. is ms.|st|s. ss ts.ss s.
|sssssss is s|jst|.ss is |s ssmsstss|ss.
|\,|s.ss|ss is |ss t|,s|s|ss is s||sstss. sssss|sstss s |sta|t|.ss. as |s s.ss|tss|ss
msssjs.
Z. Bef|a|c|a e ar|a|les is |s|s|s is| ,.s,ssts. s ss|sss|ssss ,s. sa .s|s.sss|s. s| sst
isl|s|t|.s ss l||t.s.s ,s. s.|ts.|ss tsss|sss ss |s lsss is msis||tss|ss.
B. Preseatac|a al epartameata tca|ca is| sst is .s.|s||ss. ssas.is ss|.s s| msis is
sst.ss , |ss ts.sss is |ss ,s.tss.
4. Mael|tac|a. |s |s lsss is sss||s|s sstsi|st|ss ,.s,|smssts i|s|s. as|s ass.ss |s mstsis|s|s
||||. as ssstsm,|s |ss lssss.
s. |sm,.sss|ss is |ss istss
|. |.s,s.ss|ss is |ss m|smss
s. Msis||tss|ss
i. \s||iss|ss
s. s,t|m|tss|ss
5. \al|ac|a e aegac|a is |ss .ssa|tsiss ,.s||m|ss.ss. sst.s |ss sss||stss , |ss .ss,ssss||ss is
ssss|s.
B. Preseatac|a e resaltaas , .s||iss|ss isl|s|t|.s.
7. Etplatac|a. |s ssmsstss|ss sst.sts|ss ss ,|ssms ss s|jst|.ss sst.sts|sss s t.s.ss is| plaa
e mar|et|ag relac|aaal , s| plaa e caatactas. || ,.|ms.s sssst|ta,s s| ,|ss is ms.|st|s
ssst.sis ss s||sstss. l|jssis |ss s|jst|.ss , ||ssss |ss|sss is .s|ss|ss sss ssis ssmssts. ||
ssasis s,asts |ss tsst|sss is .s|ss|ss. ssstsstss s .ss||ts. sss ssis ssmssts.
Estrategia accin descripcin 1 2 3 4 5 6 7 8 9 10 canales
Recuperacin Comunicacin a
desertores
Recuperacin de clientes que abandonan,
estn inactivos 2 3 meses, basado en
vales acumulados si procede, o
condiciones preferentes en un perodo
fijado si no hay saldo

mailing,
emailin
g, SMS
Retencin Comunicacin a
clientes Top para
evitar desercin
Agradecimiento por fidelidad,
comunicacin de condiciones extra o
"premio" a decidir

ticket,
SMS
Venta Xda Comunicacin a
cientes con cesta
de compra
"estrecha"
Oferta producto (p.e. Tienda, de manera
genrico) recordando condiciones Club o
mejorndolas en campaa, para clientes
afines

ticket,
plv
Reduccin de
redencin
Reduccin de
frecuencia de
redencin
reduccin en los segmentos que
sistemticamente redimen los vales,
principalmente en combustibles



ticket,
plv
Incr.
Frecuencia
Test de forzado de
frecuencia por
segmento
Oferta de condiciones preferentes en
perodos seleccionados

ticket,
plv

|asi.s . |st.sts|ss. sss|ssss. ssss|ss , ssmsstss slsstsiss ss as ,|ss is ssstsstss
De s ca rga do de

smsstss|ss is s||sstss. |ss ,.s,assts is s|ss|l|sss|ss ,s. s|jst|.ss. i|msss|ssss. msiss is s,||sss|ss


www.as|ss|.ssm -+ ++ II |slsas|ss|.ssm |s|ss + is ||



SEGMENTACIN TCTICA. OPTIMIZACIN DE CAMPAAS
/as sassis ss ss |s s,||sss|ss as|ss. |s .ss ms,s.|s is ssmsstss|ssss tsst|sss is s||sstss ss sslssss s |s
s,t|m|tss|ss is ssm,ssss is ms.|st|s.
|s msss.s s|m,||l|ssis s\|stss s|sss .ssiss t|,ss is ssm,ssss.
.stsss|ss.
.ssa,s.ss|ss is isss.ts.ss.
.ssts s.atsis s s.sssss|||s.
msjs.s s a,ss|||s.
ss,tss|ss is sas.ss s||sstss
|s. st.s |sis. |ss tsss|sss sss||t|sss ,s.m|tss |s s,t|m|tss|ss is |s ssm,sss ss t.ss msmsstss is |s m|sms.
|isst|l|sss|ss |s|s|s| is s||sstss ts.st. tsst is ssss|ss , s.sst|.|isiss. , sss||s|s is |ss .ssa|tsiss.
|s |s ts||s s ssst|sass|ss .ssam|mss |ss t|,ss is ssm,ssss , mstsiss is ssmsstss|ss mss sissasiss s ssis
ssss.

Peteac|a e cl|eates
|isst|l|sss|ss is s||sstss mss .ssts||ss. sst|mss|ss is |s sasts is s||ssts. s|ma|ss|ss is sssiss is
s|ssisss , s|s.tss ssts s.sstss is .|sss is s|ssisss -.ss|smss|ssss. |ss|isss|ss ss .ssas|tss.
,s.|siss is |ssst|.|isi.
Pecaperac|a e
esertares
ss ssm,ssss s|tsmssts is,ssi|sstss is| mst|.s is| s|ssisss. s mssais .sa|s.ss ass |s.sst|ss|ss
is sstss mst|.ss|ssss is |ss s||sstss ,s.i|iss. |s s|s.s ssssss. s| .s|s. is .|is s .s|s. lata.s ,.s.|sts
is| s||ssts. ,s.s i|msss|sss. |s sls.ts is .ssa,s.ss|ss. , sstas. |smsi|stsmssts t.ss |s isss.s|ss.
||.|smssts. s|sm,.s ss ,.sls.|||s t.s|sjs. ss |s .stsss|ss is as s||ssts as tsss. as |sss.|s ss sa
.ssa,s.ss|ss.
Brass-sell|ag a eata
crataa
|s isl|s|t|.s s| sss||s|s is ,stsss|s| is ismssis ,s. i|.|s|ss. ss sssts.ss is .sts|| |ss sss||s|s is
ssss|ss|ss ,s.m|tss sss.s. ssstss is |s ssm,.s , ,st.ssss sssasss|s|ss is ssm,.s. ss ssm,ssss
ma, .ssts||ss ss ssm,ss|ss s .a,ss sm,.sss.|s|ss s|tsmssts i|.s.s|l|ssiss. |ss msts.ss is
.sssmssiss|ss sa,ssss ass .s.|ssts is s.sssss|||s issis |s ssm,sss ss |ssts ss||ss. ia.ssts s|
,.sssss is ssm,.s.
Up-sell|ag a mejara e alar
|s sas.s ss s|s.s sst|ms. ss..sstsmssts |s ismssis tsts| is| s||ssts ss |s sstss.|s. |assssis
ms\|m|ts. |s sasts is s||ssts. |s i|st.||as|ss m|ss.|sts. sas|ss i|.|i|.ss ss sss|ssss is |ss.smssts is
t|s|st msi|s , sss|ssss is |ss.smssts is l.ssasss|s. |s sm|ss sssss s mssais ssss|siss s sss||s|s
||M -|sssss|s. |.ssasss|s. .s|s. Msssts.|s.
Baptac|a e cl|eates
pateac|ales
|| ,stsss|s| is ismssis ss sst|ms msi|ssts |s |asasis is sms|ss -s||sstss s|m||s.ss s |ss as ms
sss mss .ssts||ss s msis||tss|ss sss|sisms.sl|ss -msis|ss ,.si|st|.ss is ismssis |sssiss ss
ss.ssts.|st|sss sss|sisms.sl|sss. sss.s|mssts ,.s.ss|sstss is lasstss ,a|||sss ssms ssssss.
,si.ssss. sstai|ss sssts.|s|ss.
Is ss |s msss|sssis |s |m,s.tsss|s is |ss tsss|sss is aaal|s|s e resaltaas. |s slssts. tsis ssmsstss|ss
|s|s|s|. ,s. |asss as sss. ,asis msjs.s.ss. || sssjasts is tsss|sss is ists m|s|s sssss|is ssms s|ss|l|ssis.ss
,s.m|ts ss,s.s. |ss s||sstss as .ss,ssiss s |s ssm,sss is |s msss.s issssis. , isss.|||.|ss ss lass|ss is
De s ca rga do de

smsstss|ss is s||sstss. |ss ,.s,assts is s|ss|l|sss|ss ,s. s|jst|.ss. i|msss|ssss. msiss is s,||sss|ss


www.as|ss|.ssm -+ ++ II |slsas|ss|.ssm |s|ss is ||


ass ss.|s is .s.|s||ss ,.si|st|.ss. |ss ,.s,|ss msis|ss is s|ss|l|sss|ss s|..ss. sismss. ,s.s |isst|l|ss. |ss
.s.|s||ss as msjs. lass|ssss ss ssts s|ss|l|sss|ss. |s. tsis s||s. ssts lsss is sss||s|s is .ssa|tsiss ss tss
|m,s.tssts ssms |s ssmsstss|ss ,.s.|s.
/s|. ,si.|smss ssss|a|.. ,s. sjsm,|s. as ass ssm,sss is .ssa,s.ss|ss is isss.ts.ss |s lass|sssis msjs. sss
|ss s||sstss sss mss is s|sss ssss is sst|asisi. as ssm,.ss sstas|mssts ,s. |sts.sst , ss |ss |s sls.tsis as
s|sas is s|sss sa.ss ,s.s sa s|a|ssts ssm,.s.
SEGMENTACIN Y DIMENSIONES DE CLIENTE
|| t|,s is |sls.mss|ss is s||ssts assis ss |s ssmsstss|ss |s s.s|as|sssis ss ,s.s|s|s s| isss..s||s is |ss
s|stsmss is |sls.mss|ss. |ssis |ss ssmsstss|ssss sss|sisms.sl|sss sss.s|ss. mss ,.s,|ss is |s
ssmsstss|ss is ms.ssiss. ,ssssis ,s. s| sss||s|s ssm,s.tsmssts| |sssis ss s| .s|s. ss ||ss s |ss msis|ss is
.s|s.sssss|isi. ism|ssstss ss |s sstas||isi.
/st|taiss. ,.sss.|,s|ss. .|ssa|ss|ss. , sss||s|s ssm,s.tsmssts| ss||ss sssst|ta,ss |ss sas.ss i|msss|ssss as
is|ss ss.|asss. |ss msis|ss is .s|s.sssss|isi.
Matr|t e alar s aeces|a. |sis s||ssts ,.ssssts as .s|s. sstas| -sas ssm,.ss , asss sssss|isiss -s
.s|s. ,stsss|s|. sst|msis s t.s.ss is sstai|ss is ms.ssis. sssasstss sssts.|s|ss. sss|sisms.sl|s. sstsi|s
is .|is is| s||ssts.. |s ,ss|||s a||ss. s ssis s||ssts ss ssts mst.|t is .s|s.sssss|isi , s.a,s. s
sas||ss as ,.sssstss .s|s.ss ss.sssss ,s.s sm|ss .s.|s||ss.
|| msis|s ,asis ssm||ss.ss sss sss||s|s ssm,s.tsmssts|ss ssms P|M. |s. sa |m,s.tsss|s ssms
ssmsstss|ss |sss is s||sstss. |s mst.|t .s|s.sssss|isi sas|s ss. s| ,asts is ,s.t|is ,s.s ass
segmeatac|a estratg|ca as ,ssts.|s.mssts ss ss.|asss.s sss sas.ss .s.|s||ss.
|s sst|mss|ss is| .s|s. ,stsss|s| is ssis s||ssts ss as ,.sssss ssm,|sjs , ,s||sts,|ss. |sms ss.ms|mssts
ss s\|sts ass lassts i|.ssts. ss sst|ms s ,s.t|. is ass ssm||sss|ss is lasstss |si|.sstss.
|s.ssts.|st|sss sss|sisms.sl|sss iss|s.siss ,s. s| s||ssts
|s.ssts.|st|s|sss sss|sisms.sl|sss , sssssm|sss |sls.|iss s ,s.t|. is sa |s||tst -sss tsss|sss is
m|s.sms.|st|s s sa sst||s is .|is -|s||tss is ssssams ssm,|smssts.|ss. sst|taiss
|stai|ss si|ss. isst|ssiss s ss.|asss. |s ssmsstss|ss ssm,s.tsmssts|
\s.|s||ss is .s|ss|ss. ss sst.|stsmssts t.ssssss|sss|ss. |ss ||smsis ,s. ass |ss|isss|s ss ass .s||sss
lassts is |sls.mss|ss ss|.s s| s||ssts
Bastamer l|fet|me alae. || alar e |a el cl|eate ss |s ,.s,sss|ss is| .s|s. is s||ssts s lata.s. ss
lass|ss is sa sstsi|s is .|is. |s. sjsm,|s. as |ss. .ss|ss ls.msis -ass ,s.sjs js.ss t|sss
,.s.|s|||smssts as s|s|s is .|is as ,sss.s ,s. s| sss|m|ssts is ||jss. s| |ss.smssts is| ssts ss
s||msstss|ss. ts\t||. jaastss. |||.ss is ts\ts. s.t|sa|ss is,s.t|.ss. |ssts.|s.mssts |ss ||jss ss smsss|,s.ss
, s| |ss. asis.s ssms s|is .ss|s. isss,s.sss.ss mas|ss is sstss sssss|isiss , sa.|.ss st.ss sas.ss.
ssms msi|s|sss s stsss|ss ,s.ssss|.
|s. sa,assts. s\|stss sams.ssss s\ss,s|ssss s ssts .|s|ss is c|cla e |a el cl|eate. as is|ss ss.
istsstsiss s t.s.ss is st.ss lasstss is |sls.mss|ss. ss..||ssis tssts s| alar real fatara ssms s| alar
pateac|al fatara.
|| .sl|ss s ssst|sass|ss masst.s s| s|s|s is .|is is| |ss. t|,|ssmssts assis ss .sts||.
De s ca rga do de

smsstss|ss is s||sstss. |ss ,.s,assts is s|ss|l|sss|ss ,s. s|jst|.ss. i|msss|ssss. msiss is s,||sss|ss


www.as|ss|.ssm -+ ++ II |slsas|ss|.ssm |s|ss is ||



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unipersonales en todo el
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|a segmeatac|a geagraf|ca. |s |ss ssss|ss |sssiss ss .siss is ssts||ss|m|sstss. ss s|s.s |s
|m,s.tsss|s is |s .s|ss|ss ss,ss|s| sst.s s| s||ssts , s| ,asts is .ssts. |ss tsss|sss is geamar|et|ag |sss
t|sm,s as ss .|ssss asssis ,s.s sstai|s. s |sts.,.sts. ssts .s|ss|ss ss,ss|s|. |ss s,||sss|ss s|ss|ss ss
.sts|| , .ssts i|.ssts ss s| P|M| -s| s|ss|ss ||M sssis |s |sss||tss|ss.
|ss |s s\tsss|ss is |ss tssss|s|ss is .|sas||tss|ss , sss||s|s ss.sl|ss. sstss sss||s|s .ssa|tss mssss
ssstssss , ss .ss||tss is msss.s s|stsmst|ss. /ismss. ss |sts.ss ss |ss ts.sss is ssmsstss|ss
sst.sts|ss , tsst|ss |ssts sssst|ta|. ass ,s.ts ssst.s| is s||ss. , ,sss s ,sss .ss sssa|stssis as |as. ss
|ss sasi.ss is mssis , s|stsmss is .s,s.t|s is ms.|st|s. |ss tsss|sss is sss||s|s s.sstsis -msis|ss is
.s.sisi. Hall. M|| ss .ss sss.s||tssis , sa.ss sas.ss s,.s\|mss|ssss is mar|et|ag espac|al.
/s|. ,sismss ss|sa|s. s| t|sm,s is iss,|stsm|ssts. s ,|s , ss sss|s. is as s||ssts ,stsss|s| s| as t.stsmss
is st.ss. s sasst.s ,asts is .ssts sss ass ssm,sss is ss,tss|ss. |sismss. tsm||ss. ,s.ssss||ts. |s
ssmas|sss|ss sss as ms,s as |s |si|as |s .ats as is|s ssa|. |ssts s|. |ss |ss s|stsmss is
ss|sss||tss|ss , ssssst|.|isi is |ss msis.sss ts|slssss ms.||ss. ss ,ss|||s tsm||ss istssts. sassis as
s||ssts l.ssassts ss sssasst.s isst.s s ss.ss is| ssts||ss|m|ssts , |ssts.|s ass sls.ts ,s.ssss||tsis.
|s ssmsstss|ss ss.sl|ss ss tsm||ss |s tsss|ss as sss ,s.m|ts |sts.s. |ss .|s|ssss is s||ssts , is
,asts is .ssts ss ass as|ss. ss.|ass|ssis |s ssmsstss|ss is ,astss is .ssts sss s| sssss|m|ssts is |ss
s||sstss. , .|ss.s.ss. |s ass s,.s\|mss|ss lasismssts| s |s |s.s is apt|m|tar rees e esta|lec|m|eatas
, .sss|ss. s||sstss s ,astss is .ssts.
El eafaae campartameatal. || ||smsis |ela|aaral target|ag (|I) ss sst|ssis ssms s| sss||s|s is |ss
,satss is ss.sss|ss ss s| sm||ts is| ssms.s|s s|sst.ss|ss. sss s|jsts is ssssss. s| s||ssts , ,s.ssss||ts.
|s .s|ss|ss sss s|. |s ass ,.sst|ss tss sst|as ssms s| ,.s,|s sssmms.ss. ,s.s ss |s .|sts s\tssi|is
.ss|sstsmssts .ss|ss s |s ,.s||ls.ss|ss is ssltws.s ss,ss|l|ss. s|ass |ss|ass .sta|ts. , s| sas is|
ssms.s|s s|sst.ss|ss. ssis .st mss .ssts||s ss s| m|sms.
|s s| lssis ssss|tata,s ass s\tsss|ss is |ss msis|ss is .s|s.sssss|isi. sss s| sssi|is is as. s| mssss
tss.|ssmssts. |s tsts||isi is |s .|is ss||ss is| s||ssts ,asis ss. mss|ts.|tsis. |s iss|.. ,s.s ssis s||ssts
,si.|smss ||ss. s ssssss. as ss.ssts.|st|sss is ,.siasts ass ssms ts.m|sss is |asasis. as
,.siastss ssm,s.s sstss is iss|i|.ss ,s. ass. as st.ss ws|s is .ssts ssssa|ts. as .sssmssiss|ssss
ss||s|ts , ss sas|ss sssl|s. ss as ,asts is| ,.sssss is ssm,.s s|ssisss.
De s ca rga do de

smsstss|ss is s||sstss. |ss ,.s,assts is s|ss|l|sss|ss ,s. s|jst|.ss. i|msss|ssss. msiss is s,||sss|ss


www.as|ss|.ssm -+ ++ II |slsas|ss|.ssm |s|ss I is ||


|s |s .ss||isi. s\|stss ||m|tss|ssss s |s |s.s is |isst|l|ss. s| s||ssts as|ss ss i|ls.sstss sss|ssss. tssts
tsss|sss ssms s|s.tss .sst.|ss|ssss |ss|ss s |ss|ass st|sss ss s| ass is |s |sls.mss|ss is ss.sss|ss.
Ism,sss ss lss|| ss|m||s. |s |sssts ssst|isi , i|.s.s|isi is |sls.mss|ss as ss sss.s. |s.s ss ssa.s
as s| ssssss. tsiss sas ,ssss. s| mssss ass .st isst.s is |s ws| is |s sm,.sss. ,s.m|ts ss.|asss. |ss
msis|ss is .s|s.sssss|isi |ssts aaeas a|eles e caaac|m|eata el cl|eate , persaaal|tac|a e la
aferta.
|s sassts s |s .|s|ss as|ss is s||ssts ,s.s sa ssmsstss|ss. s| ,.s\|ms ,sss. sas |ssal|s|sstsmssts
.ssas|ts. ss.s s|s iais |s |ategrac|a is ssts sss||s|s is| campartam|eata aal|ae sss s| campartam|eata
affl|ae is| s||ssts. Isiss ssssam|mss. ssssa|tsmss. sss .s|ss|sssmss |si|st|stsmssts ss||ss , sll||ss. ,
mas|ss is sssst.ss sss |sls.msmss ss||ss ,s.s ,ssts.|s.mssts |sss. ass ssm,.s ss as ssts||ss|m|ssts s
,s. ts|slsss.
|s |sts.ss|ss is| sss||s|s is |ss |ss is ss.sss|ss ss s|stsmss is ists m|s|s s sastsms. sss|,t|ss
t|.sa| t|s ||ss ss ,.ssssts ss| ssms |s sas.s l.ssts.s is |s ssmsstss|ss is s||sstss.
|a |meas|a relac|aaal. |ss |sts.sss|ssss sst.s |s sm,.sss , |ss s||sstss. mss s||s is |ss ,.s,|ss is |s
,.sstss|ss is| ss..|s|s. sss s|s.ss s |s |s.s is sss.s. .|ssa|ss sst.s sm|ss. I ssts .|ssa|s ss s| as
,asis ||ss. s sss.s. l|is||isi ,s. ,s.ts is| s||ssts.
|s|smss .sss.is. as aa cl|eate retea|a aa es aa cl|eate f|el. |s l|is||isi ss as ssst|m|ssts. ass
smss|ss. m|sst.ss as |s .stsss|ss ,asis is.ss ,s. as ss|sa|s .ss|sss|. s |s s|m,|s sassss|s is as
ssm,st|is. st.sst|.s. |sts ss ass .s|ss|ss |s||tas| sst.s ssssam|is.ss , ,.s.ssis.ss is ts|slss|s.
ssmas|sss|ssss s at|||isiss.
Isis .s|ss|ss |s||is las.s is |s ,a.s ,.sstss|ss is| ss..|s|s ss ass s,s.tasi|isi sss.ms. tssts issis s|
,asts is .|sts is ssmsstss|ss -as msjs. msss.s is ssssss. s| s||ssts as |s||ssis sss s| ssms issis
|s .|s|ss is ls.ts|ss|m|ssts is |s .s|ss|ss. |ss|isss|ss. ss,s.ts tsss|ss. .ss|smss|ssss. ss||s|taiss is
,.ssa,asstss s |sls.mss|ss sss.s| sss .ssiss s,s.tas|isiss ss ssts ssst|is. I. isis as ssts
|sts.sss|ssss t|ssiss s ss. ss,sstsssss , isssst.asta.siss. ssis .st ss|.s mss |m,s.tsss|s s| saftware
ae reca|f|ca el leagaaje, la|laa a escr|ta -ts\t m|s|s. sss||s|s ssmsst|ss. .ssssss|m|ssts is .st.
sss.|.t|ssis sstss |sts.sss|ssss ss sas.ss .s.|s||ss as ss.|assss s| sssss|m|ssts is| s||ssts.
|a |meas|a sac|al. || sas is |ss .siss sss|s|ss ss||ss |s ssssis s |s |at .ss||isiss sss|s|ss sssss|iss.
,s.s ,sss s\,|stsiss issis |s ssmsstss|ss is s||sstss.
|| msjs. ,.sss.|,ts. is as ,.siasts ss as sm|s. ,s.|ssts. s|a|ss is sasst.s .si sss|s|
|\|stss ,s.sssss sss s|ts ss,ss|isi is ,.sss.|||.. |sl|a|. ss sa .si sss|s|. |as|mssts. |ss |s, as
t|ssss .ss ssst|isi is .s|ss|ssss sss|s|ss
|| sas is |s ws| I.|. ss.ssts.|tsis ,s. |s |sts.sst|.|isi , |ss .s|ss|ssss |sts.,s.ssss|ss. |s .sssstsis is|
sm||ts sssism|ss |ss tsss|sss is aaal|s|s e rees sac|ales (K/. sss|s| sstws.| sss|,s|s). as s|s.s ss
s,||sss s .ssiss ssst|isiss is |sts.ssm||ss i||ts|ss.
|ss ms.|sts.s |assss ss|.s tsis s |ss |sl|asss|sis.ss is |ss .siss sss|s|ss. s t.s.ss is |ss ws| sss|s|ss.
,s.s tsm||ss sss||tssis |ss .sss.|ss is sms||s. mssssjss |sstsstsssss sst.s ss|s|s.sis.ss is as
,.s,ssts. |sts.ssm||ss is ||s|s , sai|sss|ss ss ||ss. sts. |s s|s.s as. .s|.|ssis s| sssss,ts is .s|s.. ass
is sstss |sl|asss|sis.ss ss mas|s mss .s||sss is |s as sas t.ssssss|ssss ssms s||ssts |si|sss.
De s ca rga do de

smsstss|ss is s||sstss. |ss ,.s,assts is s|ss|l|sss|ss ,s. s|jst|.ss. i|msss|ssss. msiss is s,||sss|ss


www.as|ss|.ssm -+ ++ II |slsas|ss|.ssm |s|ss e is ||


EL MODO DE EXPLOTACIN DE LA SEGMENTACIN
I.si|s|sss|mssts. |s ssmsstss|ss. |sstsm|ssts is |s sss|ss , sss||s|s is .ssa|tsiss is |s m|sms ss |ss
.ss||tsis ss i|ls.|is. |s iss|.. sss||tssis asss istss ||sts.|sss. as ,asiss ss. ,.s,sstsiss s| ,.ssssts.
tsmsmss |s iss|s|ss is |sts.sstas. sss asss s||sstss. |ssts.|s.mssts ||s.smss s ss|s |s |sts.sss|ss. , ass .st
l|ss||tsis |s ssm,sss. s .ss ,s.ts is s||s. sss||tsmss sas .ssa|tsiss ss |asss is .a,ss is s||sstss is ms,s.
.ss,assts.
Isiss sstss s,s.ss|ssss ,asiss sstas|mssts .ss||ts.ss ss t|sm,s .ss|. isl|s|ssis as istssssts -s| ts.m|ss
ss|sssjss t.|s. ss is i|l|s|| t.siass|ss as |ssts ass sls.ts |smsi|sts s| s||ssts. s| ssts .ss||ts ass sss|ss
tsm||ss ss t|sm,s .ss|.
|ss ssss|ss ss||ss. ,s. sa ssta.s|sts. sss |ss as mss lss||mssts ss |sssl|s|ss is ssts ssmsstss|ss. s t.s.ss
is |ss ||smsiss msts.ss is .sssmssiss|ss. Isiss |smss .|sts ssms s| sssi|. as |||.s / ss sasst.s sssts is |s
ssm,.s .|.tas| |s ,s|ss ws| sss .sssm|ssis mss |||.ss as ssm,.sis.ss is| |||.s | |ss ssm,.sis tsm||ss. s
t.sts is as sss||s|s is .s|ss is ssss|ss|ss s\,|stsis ss||ss.
|s.s |s tssss|s|s tsm||ss ,s.m|ts ssis .st mss ssmsstss|ss ss t|sm,s .ss| ss s| masis sll||ss. s|asss
sss|ssss sss ,s is ass ssmas. st.ss |ss .s.smss ss as lata.s ss.ssss.
a,s.ms.ssiss , .sts||s.s ,asiss sss.s. as sa,ss isssassts ,s.ssss||tsis as |s ||sss is ssjss |m,.|ms.
sassis .ss||tsmss ists.m|ssis ssm,.s , sss |isst|l|ssmss sss sasst.s ts.jsts is l|is||tss|ss. |s ts.jsts
,s.m|ts ssm||ss. sasst.s ||sts.|ss is ssm,.s , ssmssts sss |s ssm,.s sstas|. ,s.s iss|i|. |s sls.ts as
sssss|tsmss ,s.s |s s|a|ssts ssm,.s.
|| ts|slsss ms.|| ss ,s as i|s,ss|t|.s sss.s.ssts as sm,|sts s isss..s||s.ss ssms ss,s.ts .|.tas| is
|isst|l|sss|ss. |ss ,.s,sstss ,||sts is |s ssisss ts.|as|s |s,ssis ssi|ss is |s..ss ss.|siss ,.s.|smssts s as
|,|sss |ss s|is s\|tssss. , s|.ss s| ssm|ss s |s isss,s.|s|ss isl|s|t|.s is |s ts.jsts is l|is||tss|ss ssms as
,|sst|ss sss |ssis mssst|ss. |ss .st sasst.s ts|slsss sss |isst|l|ss ssms s||sstss. ss lass|ss is sasst.s
||sts.|ss ,sismss .ss|||. |ss sls.tss ,s.ssss||tsiss s |s sst.sis is |s t|ssis. /s|. s| sa,ss |s .ss|||mss sstss
is |s ssm,.s. ||sts ,s.s ss. sstsis. , s|s ssts is ,s,s|.