Khách hàng ngày nay biết nhiều hơn những gì họ muốn, và họ có nhiều cụ thể về việc khi nào và ở đâu họ muốn. Điều này có nghĩa rằng thị trường đã được xác định chính xác hơn - và thường xuyên hơn. Đáp lại, các công ty phải trở thành chuyên nghiệp hơn trong việc xác định chính xác sự khác biệt giữa nhu cầu và sở thích của khách hàng. Trang bị những hiểu biết, các công ty có thể phân thành các nhóm khách hàng có nhu cầu độc đáo và ưu đãi. Một khi. | BPTrends ílune 2006 Market Definition is a Multi-Dimensional Process Market Definition is a Multi-Dimensional Process Michael W. Lodato . Introduction Customers today know more what they want and they are more specific about when and where they want it. This means that markets have to be defined more precisely - and more often. In response firms must become more adept at identifying precise differences among customers needs and preferences. Armed with these understandings firms are able to segment customers into groups with unique needs and preferences. Once the uniqueness of customers needs is known firms can produce products and services tailored to the specific needs of individual customer groups. The companies that take the time to understand current and future customer needs in specific market segments are winning the competitive battle over firms that rely mostly on technicians in the lab to figure out what can be done with technology. Precise market definition is crucial to the success of a business because it affects what markets should be targeted the selection of products staffing distribution and many other factors. The key to target marketing is market segmentation because it is central to matching supply and demand. The demand for hotel rooms for example can be dependent on foreign tourists business persons and vacationers. Focusing on these three market segments separately however can allow hotel firms to predict overall supply and demand more effectively. There are several other advantages to good market segmentation. The more clearly defined the markets are the more meaningful the analysis of the competition can be the more accurate the calculation of relative market share can be the easier it is to spot appropriate target markets where the business unit can win the more possible it is to get a keen understanding of the industry in which the business functions the more likely it is that the most appropriate distribution channels will be chosen .
