Geocoding is the process by which non-spatial data like addresses are allied to geographic coordinates and then transformed to map data. General data and history 4. Setting up a branch network. Market segmentation is a classic tool in Geomarketing and can be used in micro-geographic and macro-geographic segmenta- tion. As it initially was used for qualification and selection of addresses for direct marketing, the instrument nowadays supports location planning, target group analysis, media selection and determination of regional market potentials. Ambition and boundaries 1.
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Customer Profile Analysis with help of Geomarketing Fig. Car Densities by Districts in Germany 49 2. Computer Science - Programming Critical examination of the functions This means spatial territory structures make Geomarketing possible at a specific point, because rfgiograph information can be illustrated on maps. Due to the scale of the regiograpb, examinations will focus mainly on the German market and German law circumstances and will only give sporadic considerations within international context.
Certainly this definition puts GIS in the centre and Geomarketing is just a side part of it. With respect to the problem description in chapter 1.
Furthermore, the discussion of Geomarketing application in a single company is missing in literature so far. Subsequently, Geomarketing industry is briefly presented and the ad- vantages and disadvantages this segments offer are shown, which will be used for the evaluation part. Market segmentation is a classic tool in Geomarketing and can be used in micro-geographic and macro-geographic segmenta- tion. The target of the marketing mix is to develop a combination that will optimize the performance for the company and simultaneously meet customer needs.
In this context, the analysis of internal and external data with the help of most current information technologies, for example the usage of Geo- graphical Information Systems GISdemonstrates potential for competitive ad- vantages.
The origin of micro geographic market segmentation can be found in the main princi- ples of social classification handbufh small geographic units defined in by researcher CHARLES BOTH, when he illustrated spatial barriers of social class in London.
The next chapter deals with the overall application of Geomarketing in companies, which serves as object of investigation for achieving the objectives of this thesis.
Internet Sources Appendix List of abbreviations illustration not visible in this excerpt List of figures Fig. On the other hand, there is the technological development that enables assimilating large amounts of internal and external data on the basis of spatial structures. Purchasing Power Map List of tables Tab. Another criterion that can be seen is the correlation between distance and influence.
El Bucle de Os – Estructura – Estrategias de Marketing
Car Densities by Districts in Germany Fig. Finally pillar four, Geographic Information Systems, is a key part to illustrate geographical and economic data. The chosen company for this work, Porsche AG, is the largest and handbucg one of the traditional manufacturers of sports cars and the most profitable automo- tive manufacturer in the world, therefore being a unique reggiograph that has different characteristics from other automotive manufacturers.
Theoretical overview of Geomarketing 2. Secondly, one of the targets is the evaluation of the performance Geomarketing provides in decision making processes and therefore utilization in companies is explained. As a result of this development, the instrument Geomarketing has been es- tablished.
RegioGraph | GfK Global
Please activate JavaScript in your browser settings to enable all features of this website. Internationalization of Porsche 4.
As it initially was used for qualification and selection of addresses for direct marketing, the instrument nowadays supports location planning, target group analysis, media selection and determination of regional market potentials.
GfK has released the latest version of its geomarketing software RegioGraph. This is the principle of distance.
El Bucle de Os – Estructura
Worldwide Company Structure Fig. It is to say that for all spatial information, Geomarketing falls handbch on existing data provided by private or public institutions. Cultural Studies - European Studies Critically examine the factors that h Thus, every department has to know what the other is doing, which leads to a more efficient man- agement.
General data and history 4. Setting up a branch network 4. Handbuxh to the lack of internal information, assumptions are made based on theoretical information explained in chapter 2 and 3.
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