Marketing

Mtro. José Alexis Sandoval Medina

Comparative chart
"Market segmentation and distribution channels"

Hernández Macías Diego Alejandro

UP180219

IND08D

28 de Mayo del 2021.

Aguascalientes, Ags.
 Comparison chart of market segmentation and distribution channels
Market segmentation
Types Characteristics
Geographical segmentation
It refers to the environment and the physical
space in which the target audience operates.
With it, the following variables are taken into
account: the country, state, city, region and
climate in which the audience is located.
Demographic segmentation
It allows companies to know specific aspects of
their audience. The more specific, the easier it
will be to acquire leads. The variables that this
segmentation takes into account are: age,
gender, marital status, sexual preferences,
educational level, profession, socioeconomic
level, housing, culture and religion.
Psychographic
segmentation
The most relevant segmentation, since it
analyzes the behavior, needs and preferences of
consumers. Increasingly, audiences are looking
for products that give them experiences or that
align with their ideals. Its variables are:
personality, lifestyle, values, attitudes and
interests.
Behavioral segmentation
This segmentation shows the behavior and
consumption patterns of users, their loyalty to
the brand, sensitivity to price, the frequency
or occasion of purchase and the benefits
they seek when choosing a product. With
these data, it is easier to profile the good or
service before launching it on the market.
Distribution channels
Types Characteristics
Direct channel
It is a work unit that belongs to the same production company and it is they who are directly in charge of getting the merchandise
to their customers.
This also implies that the company must have space to store the merchandise and means of transport to make deliveries. Also,
they maintain direct contact with customers.
In physical form
On the one hand, physical form occurs when the salespeople of the company are responsible for bringing the products that are
marketed to the hands of their customers.
In digital form and by other means
While the digital form and by other means, it occurs when the company uses various forms such as digital media, television and
catalogs to directly contact its customers and make sales.
Indirect channel
They are third-party companies that are responsible for providing this service. These types of distributors divide the work
according to costs, prices, the type of market and the way to market the product.
These same reasons define which channels are:
Double
Three distribution agents are involved, a wholesaler, a retailer and an exclusive distributor who also have a stake in the marketing
of the product.
Long
In this case there are only two agents. The merchandise goes directly from the wholesale distributor to the retailer and this
finally delivers to the consumer. This distribution chain is generally applied in small businesses.
Short
It is the distribution format in which the product goes directly from the manufacturer to the retailer and this takes it to the final
destination. Companies like Amazon apply these distribution processes.