Area marketing

Japanese: エリア・マーケティング（英語表記）area marketing

Different marketing methods are used in different regions. As competition intensifies, it has become important to move away from standardized regional marketing, which is based on market characteristics common to all regions, and toward segmenting marketing activities by region or trade area, and toward more detailed marketing activities tailored to the various market characteristics of each region or trade area, such as the economic and social environment, commercial environment, living environment, and climate and customs. For example, the reform of the sales company system being carried out by home appliance companies is also a move to make them strategic bases for area marketing.

Source: Encyclopaedia Britannica Concise Encyclopedia About Encyclopaedia Britannica Concise Encyclopedia Information

Japanese:

地域間でそれぞれ異なるマーケティングを行なうこと。競争の激化に伴い，地域間で共通した市場特性を前提とした地域間標準化型マーケティングから，マーケティング活動を地域・商圏単位で細分化し，それぞれの地域・商圏の持つ経済・社会環境，商業環境，生活環境，気候・風土など，さまざまな市場特性に応じてよりきめの細かいマーケティング活動を志向する動きが重要になってきた。たとえば，家電各社で行なわれている販売会社制度の改革は，それをエリア・マーケティングの戦略的拠点にしようとする動きでもある。

出典　ブリタニカ国際大百科事典小項目事典ブリタニカ国際大百科事典小項目事典について　情報

<<: Area Rules

>>: Area Study