Geomarketing

Geomarketing is a sub-discipline of marketing. It is dedicated to the spatial ( geographic ) aspects in marketing and adds the area of the classical marketing mix consists of product, price, distribution and communication to each of the spatial view. Geomarketing reflects the spatial dimension of the market and has his approach that can be regionally differentiated or to regionalize the market.

  • 2.1 After Schüssler (2000)
  • 2.2 After Herter (2007)
  • 3.1 site analysis, site planning
  • 3.2 Sales Areas Planning ( districting )
  • 3.3 Distribution Controlling with potential analysis, competition analysis, vulnerability analysis
  • 3.4 Media Planning ( Werbeverteilgebiete, billboards )
  • 3.5 profiling and localization of ( potential) customers
  • 3.6 tour, route optimization

Background

Geomarketing is used as a tool for planning and management of sites ( eg branch networks ), distribution areas (eg for field service ) and network infrastructure (eg for network covers or transport routes ) to targeted new markets. In the recent past Geomarketing is increasingly finding in the area of controlling in order to provide to sales and marketing regionally different requirements can.

Special Geomarketing software

With the help of geographic information systems (GIS) and spatial data transferred feinräumiger Geomarketing all company information such as customer data via coordinates in areas and links them to market and potential data. The market has experienced in the map an entirely new level of transparency and opened the company's new management issues for regional planning and performance measurement of products, their prices and recoverable sales.

Meanwhile, a number of specific geo - software solutions have established in the market that are designed on the basis of GIS especially for the most important functions of geo and provide these functions to the forefront. Apart from opening up of new markets, geo - software is used as a tool for sales planning and sales territory optimization (eg for outdoor service). In addition, geo - software for planning and management of sites ( eg branch networks ), network infrastructure (eg network covers or transport routes (including the optimization of routes ) and new markets (expansion planning) used.

Geomarketing in colleges and universities

Geomarketing is not a separate scientific discipline, nor is there an appropriate course of study. There are basics of geo in the curriculum at a few universities and colleges. At the Jade University of Applied Sciences in Oldenburg Geomarketing is an integral part of the curriculum ( study Industrial Engineering Geoinformation ). The specialization Geomarketing place at the University of Karlsruhe in the degree program geoinformation management.

Definitions

After Schüssler (2000)

Geo designates the planning, coordination and control of customer-oriented market activities of companies by means of geographic information systems. We apply the approach that establish the spatial reference of the studied corporate internal and external data, analyze and visualize and reuse decision-relevant information.

After Herter (2007)

Geomarketing analyzes current and potential markets by spatial structures in order to plan the sales of products and effective control can be measured. Geomarketing complements the traditional marketing mix consists of product, price, distribution and communication to the spatial consideration because can differentiate regionally or geographically the market.

Detailed explains Herter (2010): "Marketing is the consistent orientation of a company to optimize its products discontinued ( obsolete Absatzwirtschaft ) The products advertised on different advertising channels and deposited on different distribution channels The target group is the prospects who buys the product potentially (. . consumer or business). audiences use different advertising and marketing channels in order to obtain information and to buy. you live, work and move in space. product and target group are physically separated. paragraph occurs when the distance between product and target group Geomarketing is 0. analyzed product as target group according to spatial structures in order to plan the sales and effective control can be measured. "

Applications ( examples)

Site analysis, site planning

  • Where is the best location for my business?
  • Is the planned location viable?
  • Where can I open another branch?

Sales territories Planning ( districting )

  • How do I cut my sales territories in order to use the site managers efficiently?
  • How can I distinguish areas same potential?
  • Follow my sales territories roughly equal travel times?

Sales management with potential analysis, competition analysis, vulnerability analysis

  • Where I have the least amount of market share?
  • Where is the potential of exploiting the least?
  • Where I have improved / deteriorated me?

Media planning ( Werbeverteilgebiete, billboards )

  • Where I focus my advertising to minimize wastage?
  • How to reach the target audience best?
  • Which ads produce the best return rates in my area?

Profiling and localization of ( potential) customers

  • Which typical characteristics of my clients give the Zielgruppendefiniton?
  • Where in the catchment area can I find potential customers with the characteristics of my target audience?
  • I have to adjust my offer to a changing customer profile in the catchment area?

Route planning, route optimization

  • The order in which the sales force needs to visit his clients to save time and fuel?
  • As I define sales territories, depending on optimal routes to the customer?
  • Which customer addresses I put together in an optimal tour?
Branch (banking) Market structure
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