Geomarketing

ViNand

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Geomarketing is one of the disciplines of marketing analysis. Its essence lies in the fact that the process of planning and marketing products takes place using spatial data that characterize the consumer, competitors, the general market situation and territorial infrastructure.

Geomarketing, as a form of marketing research, allows you to conduct a visual analysis of company performance, features and aspects of its activities in the past, present and future. Taking into account all the data obtained, it is possible to formulate the possible and most rational decisions in management activities.


Using geomarketing allows you to obtain and analyze data such as characteristics of financial activities, taking into account geographical factors, the volume of pedestrian and transport traffic in the place where the object is located, and the dispersal of the population depending on the financial condition and consumer preferences for the areas of residence.


Obtaining and analyzing such data becomes possible thanks to the tools of mathematics, economic geography and information technology.


Using specialized software such as MapInfo, ArcView, it is possible to extrapolate marketing research results to maps on a scale from individual urban areas to entire states.


The practical value of geomarketing is that its use makes it possible to choose the best place to open new objects, where the business will develop most efficiently and also visually, on a geographical map, present, study and evaluate the state of the network of branches and its individual elements.


It is also possible to assess the level of impact of the activity of some objects on others. These and many other useful functions are performed by geomarketing.


 

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