The thesis was developed starting from the contribution of the professor and marketing strategist Philip Kotler, in particular referring to the STP model (Segmentation - Targeting - Positioning). The latter, also called "strategic marketing trilogy", is a useful tool for marketers as it allows them to segment the market, to select the most appropriate target audience in relation to their company's proposal and, finally, to develop the value of the placement offer. This model is considered the essence of strategic marketing as it provides for the adoption of a targeted approach, which allows you to dedicate yourself to the "right" customers by offering them a "right" value. Following this theoretical study, there is the practical application of these notions through the buyer persona tool, which consists of a representation of the ideal customer, used to identify and analyze the reference segments of three companies. The goal is to demonstrate the importance of this working method and how crucial it is for the success of companies as it allows them to achieve their goals, increasing sales and ensuring consistent and stable profits.
La tesi è stata sviluppata a partire dal contributo del professore e stratega di marketing Philip Kotler, in particolare in riferimento al modello STP (Segmentazione – Targeting – Posizionamento). Quest’ultimo, definito anche “trilogia del marketing strategico”, è uno strumento utile ai marketer in quanto permette loro di effettuare una segmentazione di mercato, di selezionare il target di riferimento più appropriato relativamente alla proposta della propria azienda e, infine, di sviluppare il valore dell'offerta di posizionamento. Questo modello è considerato l'essenza del marketing strategico in quanto prevede l’adozione di un approccio mirato, che permetta cioè di dedicarsi ai clienti “giusti” proponendo loro un valore “giusto”. A seguito di questo approfondimento teorico segue l’applicazione pratica di tali nozioni tramite lo strumento del buyer persona, che consiste in una rappresentazione del cliente ideale, utilizzato per identificare ed analizzare i segmenti di riferimento di tre aziende. L’obiettivo è dimostrare l’importanza di questo metodo di lavoro e quanto esso sia determinante per il successo delle imprese in quanto permette loro di raggiungere i propri obiettivi, aumentando le vendite ed assicurandosi profitti consistenti e stabili.
L'importanza di una corretta segmentazione di mercato per il successo delle aziende
TREVISAN, ELISABETTA
2021/2022
Abstract
The thesis was developed starting from the contribution of the professor and marketing strategist Philip Kotler, in particular referring to the STP model (Segmentation - Targeting - Positioning). The latter, also called "strategic marketing trilogy", is a useful tool for marketers as it allows them to segment the market, to select the most appropriate target audience in relation to their company's proposal and, finally, to develop the value of the placement offer. This model is considered the essence of strategic marketing as it provides for the adoption of a targeted approach, which allows you to dedicate yourself to the "right" customers by offering them a "right" value. Following this theoretical study, there is the practical application of these notions through the buyer persona tool, which consists of a representation of the ideal customer, used to identify and analyze the reference segments of three companies. The goal is to demonstrate the importance of this working method and how crucial it is for the success of companies as it allows them to achieve their goals, increasing sales and ensuring consistent and stable profits.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/31063