Los segmentos del Marketing: Análisis, definición y tipos

Juan Francisco Álvarez Sigüenza

doi:10.24137/raeic.11.21.19

Juan Francisco Álvarez Sigüenza Universidad de Almería (UAL) https://orcid.org/0000-0003-4221-1001

DOI: https://doi.org/10.24137/raeic.11.21.19

Keywords: Target audience, target, commercial, market research

Abstract

This study carries out a brief, concrete and holistic analysis of the different types of market or marketing segments. To do this, a definition and analysis of each of the most relevant segments is carried out and together with them the concepts of target audience and commercial target are addressed; its relationship with market research; consumer behavior regarding online commerce and market research, since all become fundamental factors for its understanding and subsequent operation when directing campaigns or products in the market. Without prior knowledge of the type of population segment to which the messages are directed, it would be difficult to speak of a campaign that is likely to be successful. The methodology used has been the comparative methodology widely used in the field of Social Sciences. A priori, the results show the composition of each of the segments and can be considered a good summary guide for research on the subject of Marketing.

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Author Biography

Juan Francisco Álvarez Sigüenza, Universidad de Almería (UAL)

Doctor in Communication in the area of Advertising, Public Relations and Marketing from the University of Cádiz (Spain). Master in Strategic Management and Innovation in Communication from the University of Cádiz. Graduate in Advertising and Public Relations from the University of Cádiz. Diploma in Labor Relations from the University of Seville. Currently PSI professor in the area of Marketing and Market Research at the University of Almería (Spain).

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Marketing segments: Analysis, definition and types

Abstract

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Author Biography

References