Marketing Mix and Market Segmentation Strategies

TRAINING PACKAGE 3
- Image, Branding and Cultural Heritage
Module 4: Marketing, Strategic Design, Communication and Retail

Marco Zanni
Giovanni Natale "DE-SME - Intelligent Furniture - Training for Design,
Environment and New Materials in SMEs"
Agreement n. 2009 - 2196 / 001 – 001

www.IntelligentFurniture.eu

© 2012, not for publication, only for use in direct relation
to the project

Intelligent Furniture
Project

Image, Branding and Cultural Heritage
Theme 4.1 – Marketing mix

Intelligent Furniture – TP 3: Image,
06/03/12 Branding and Cultural Heritage
2

DEFINITION OF MARKETING MIX

A MARKETING MIX IS THE SET OF
INTERNAL SALES VARIABLES THAT A
COMPANY ACTUALLY USES
AND CONTROLS AT A GIVEN TIME
IN ORDER TO INFLUENCE
PURCHASER / CONSUMER DEMAND

3

MARKETING MIX

COORDINATED COMBINATION OF TOOLS FOR MARKETING ACTIVITIES
IN THE FURNITURE SECTOR

10 P’s

1. PRODUCT
2. PRICE
3. POINT OF SALE
4. PUBLICITY (ADVERTISING)
5. PROMOTION
6. PUBLIC RELATIONS
7. PRE-SALES
8. POST-SALES
9. PROMPT DELIVERY
10. PERSONNEL

4

THE TWO BASIC RULES IN CHOOSING THE RIGHT
MARKETING MIX STRATEGY:

•UNDERSTAND WHAT THE
KEY VARIABLE IS FOR THE SUCCESS OF
A SPECIFIC PRODUCT IN A SPECIFIC MARKET

•LOOK FOR MAXIMUM CONSISTENCY
AMONG THE MARKETING MIX VARIABLES
TO MAXIMIZE THE SYNERGIC EFFECT
OF ITS COMPONENT ELEMENTS

5

1980’s 1990’s TODAY
STRONG ECONOMIC WEAK ECONOMIC
FLAT ECONOMY
GROWTH GROWTH

6

1980’s 1990’s TODAY
FLAT ECONOMY
GROWTH GROWTH

PRODUCT SERVICE
PRICE COMPETITION
COMPETITION COMPETITION

7

1980’s 1990’s TODAY
FLAT ECONOMY
GROWTH GROWTH

PRODUCT SERVICE
PRICE COMPETITION
COMPETITION COMPETITION

PRICE BASED ON PRICE BASED ON PRICE BASED ON
COST COMPETITION PERCEIVED VALUE

8

STRONG/WEAK POINTS FORM
Our Company competitor a competitor b competitor c
Annex 2
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Quality

Innovation
Broad Product
Range

Deliveries

Advertising/P.R.

P.O.S. Advertising

Pre/post Assist.
Size of Sales
Network

Sales Network
Skills
Promo. &
Incentives

Price

Notes on completing the form: Enter the name of our company and the main competitor. Rate each
operator on a scale of 1 to 5 for each marketing mix variable (1 = worst, 5 = excellent). Add up the points
of the scores for each operator. The more the profile moves to the right, the stronger the company; the
more the profile moves to the left, the weaker the company.
9

STRONG/WEAK POINTS FORM

Annex 2
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

10

THE MARKET IS A COMPLEX, HETEROGENEOUS
ENTITY. IN FACT, THE MARKET DOES
NOT EXIST; THERE IS INSTEAD
A SUM OF “MARKET SEGMENTS”

SEGMENTATION IS THE PROCESS
THROUGH WHICH VARIOUS GROUPS
OF CONSUMERS WITH COMMON
NEEDS AND ATTRIBUTES
ARE IDENTIFIED

11

MARKET SEGMENTATION
CONSISTS OF THE SUBDIVISION
OF A MARKET INTO DISTINCT
CUSTOMER SUBSETS, WHERE EACH
SUBSET CAN BE CHOSEN
AS A MARKET OBJECTIVE TO BE
REACHED THROUGH A
PARTICULAR OFFER.

12

MAIN SEGMENTATION VARIABLES

Countries, regions – breadth of centres
GEOGRAPHIC
VARIABLES - characteristics of centres
(history, culture

SOCIOECONOMIC age - sex - income –
VARIABLES
social class - education etc.

frequency of consumption – buying
VARIABLES RELATED TO motivations – sensitivity to price
and post-sales service -
BUYING BEHAVIOR
advertising - promotions -
brand loyalty etc.

conservatives - innovators -
VARIABILI introverts - extroverts –
PSICOLOGICHE motivated – unmotivated etc

13

CONDITIONS TO MAKE A MARKET SEGMENTATION

1) MEASURABILITY DEGREE TO WHICH INFORMATION
EXISTS OR IS OBTAINABLE

2) ACCESSIBILITY DEGREE TO WHICH A COMPANY
CAN ACT EFFECTIVIELY
WITHIN THE SELECTED SEGMENTS

3) SIZE DEGREE TO WHICH THE SEGMENT
IDENTIFIED IS BROAD ENOUGH
(ALSO IN TERMS OF PROFITABILITY)

4) DETACHMENT DEGREE TO WHICH ONE SEGMENT
IS EFFECTIVELY DISTINGUISHABLE FROM ANOTHER.

14

A METHOD FOR CARRYING OUT SEGMENTATION

1)Identify the product and market variables that
you consider truly important

2)Breakdown each variable into the elements that you think
are truly relevant and differentiable

3) Construct a double-entry matrix combining all the variables
broken down by product (on one side) and by market
(on the other); the column-line intersection generates a segment

4)Eliminate contradictory segments that cannot
exist in reality and aggregate the segments con
very similar characteristics

5)Collect basic information on the most interesting
segments also on the basis of your specialities

15

VARIABLES BREAK-DOWN
Annex 3

P
R
O
D
U
C
T

M
A
R
K
E
T
STUDIO ZANNI & ASSOCIATI ©

16

Annex 4

PRODUCT

MARKET

17

Project

Theme 4.2 – Value concept and creativity process

18

THE VALUE OF A PRODUCT OR SERVICE MAY BE MEASURED
(AND, IN FACT, IS PERCEIVED) BASED ON THE FOLLOWING:
 TECHNICAL-FUNCTIONAL PERFORMANCE (QUALITY,
DURABILITY, RELIABILITY, SECURITY AND EASE OF USE,
CONVENIENCE …)

 EMOTIONAL-PSYCHOLOGICAL IMPACT ON CUSTOMER’S
EMOTIONS (IMAGE, APPEARANCE, EXCLUSIVITY, STATUS
SYMBOL...)

 LOGISTIC-ORGANIZATIONAL EASY ACCESS TO THE PRODUCT/
SERVICE, EXPENDITURE MODALITY (AVAILABILITY, DELIVERY TIMES
..) SERVICES (CERTIFICATION GUARANTEES)

ECONOMIC AND SPECULATIVE ECONOMIC ADVANTAGE, LOWER
PURCHASE / MAINTENANCE COSTS, HIGHER MARGINS PER
CUSTOMER IN RELATION TO OTHER OFFERS
19

SELECTION CRITERIA AND SUCCESS FACTORS

 EACH CLIENT WILL GIVE A DIFFERENT IMPROTANCE TO THE VARIOUS
VALUE COMPONENTS IN TERMS OF THE PARTICULAR TIME AND THE
CONTEXT IN WHICH THE ASSESSMENT IS MADE

 THOSE ASPECTS CHARACTERIZED AS MOST IMPORTANT MAKE UP
THE CUSTOMER’S SELECTION CRITERIA (HE WILL BUY THE PRODUCT
THAT BEST MEETS HIS EXPECTATIONS)

THESE EXPECTATIONS ARE COMPETITIVE SUCCESS FACTORS FOR
THE COMPANY (IT WILL BE BOTH MORE SUCCESSFUL AND BETTER
ABLE TO OFFER A PRODUCT OR SERVICE WITH THE FEATURES WANTED
BY THE CUSTOMER

20

MARKET VALUE HAS ONLY TWO
TYPES OF OFFERS

OFFERS = PRICE <

DIFFERENT OFFER (+) PRICE >

OUTSIDE OF THESE TWO CASES, THE
COMPANY IS LOSING

21

IT IS A FLEXIBLE PROCESS TO DEVELOP CREATIVE SOLUTIONS AND NEW PRODUCTS.

IT CAN BE APPLIED EFFECTIVELY TO BOTH INDIVIDUAL OR GROUP PROBLEMS.

IT USES A DYNAMIC BALANCE BETWEEN DIVERGENT AND CONVERGENT THINKING.

IT IS BASED ON THE USE OF THE TOOLS AND TECHNIQUES.

IT PROMOTES PERSONAL INVOLVEMENT AND THE INDIVIDUAL CAPACITY TO FIND
SOLUTIONS

22

EXPLORE
OPPORTUNITIES
(CHALLENGE)

MAKE AN
GENERARE IDEAS
(IDEAS) ACTION PLAN
(ACTION PLAN)


23

A DYNAMIC BALANCE BETWEEN DIVERGENT AND CONVERGENT THINKING

DIVERGENT THINKING: EACH CPS STEP BEGINS WITH
A BREAKING-DOWN AND ENLARGEMENT IN ORDER
TO LOOK FOR AND TAKE INTO CONSIDERATION
MANY ALTERNATIVE POSSIBILITIES

24

CONVERGENT THINKING: EACH STEP OF
DIVERGENT THINKING IS FOLLOWED BY AN
EFFORT TO IDENTIFY, SELECT, EVALUATE AND
DEVELOP THE POSSIBILITIES AND/OR THE
MOST IMPORTANT OR PROMISING
ALTERNATIVES

25

CPS USES EFFECTIVE METHODS TO GENERATE AND
EVALUATE IDEAS. IT AIMS AT ACHIEVING A
PRODUCTIVE BALANCE BETWEEN DIVERGENCE
AND CONVERGENCE KEEPING SEPARATE THE
TIMES IN WHICH THE TWO TYPES OF THINKING
ARE USED

26

DIVERGENT RULES

27

RULES FOR DIVERGING

STRIVE FOR IDENTIFYING THE GREATEST
QUANTITY
THE GREATER THE NUMBER OF
ALTERNATIVES GENERATED, THE
GREATER THE PROBABILITY OF FINDING
PROMISING IDEAS

28

RULES FOR DIVERGING

HOLD JUDGEMENT
AVOID MAKING JUDGEMENTS OR
ASSESSING IDEAS AND THE VARIOUS
ALTERNATIVES AT THE TIME THEY ARE
GENERATED. PRAISE OR SPONTANEOUS
CRITICISM CAN SLOW OR STOP THE
FLOW OF IDEAS.

29

RULES FOR DIVERGING

BRAINSTORM AND BE OPEN TO CRAZY IDEAS
ENCOURAGE THE GENERATION OF STRANGE
AND UNUSUAL IDEAS. THIS OFTEN RELEASES A
GREAT AMOUNT OF GROUP AND INDIVIDUAL
ENERGY AND MAY OPEN UP THE SCENE TO
NEW, UNTAPPED IDEAS

30

RULES FOR DIVERGING

TRY TO COMBINE THE IDEAS
CHANGE, DRAW INSPIRATION FROM OR EXPAND
ON IDEAS IDENTIFIED PREVIOUSLY IN ORDER
TO PRODUCE NEW IDEAS. LOOK FOR
ASSOCIATIONS OR COMBINATIONS THAT WILL
GIVE MORE POWER TO OUR IDEAS IN
RELATION TO WHAT THEY WOULD HAVE IF
TAKEN INDIVIDUALLY

31

CONVERGENT RULES

32

RULES FOR CONVERGING

BE OPEN TO ORIGINALITY
MAKE SURE THAT NOVELTY AND
ORIGINALITY ARE NOT LOST,
ESPECIALLY IN SITUATIONS THAT
REQUIRE A NEW APPROACH.

33


STAY ON TRACK
DO NOT LOSE SIGHT OF THE GOAL OR FINAL
OBJECTIVE OF THE PROBLEM SOLVING
EXERCISE; BE ABLE TO SELECT THE BEST IDEA OR
ALTERNATIVE FOR THE PROBLEM THAT YOU ARE
EXAMINING
.

34


USE POSITIVE FEEDBACK
ABOVE ALL, CONSIDER THE POSITIVE
ASPECTS OF AN IDEA OR AN
ALTERNATIVE AND THEN FOCUS ON
WAYS TO IMPROVE AND DEVELOP IT.
.

35


BE DETERMINED
USE TOOLS AND TECHNIQUES TO
SELECT, EVALUATE, REFINE, AND
IMPROVE YOUR IDEAS AND
ALTERNATIVES.

36

Project

Theme 4.3 – Strategic design

37

SO MANY IDEAS, SO FEW SUCCESSES
The graph shows the mortality rate for new product ideas at
various stages of the process. Of 58 new product ideas, only 13
passed the selection phase, this was reduced to 8 after the
business analysis, 4 were developed, three passed the first test
market, two were sold, and only one was ultimately a successful
product
Number of ideas
100
90
80
70
60
50 CUMULATIVE

40 TIME

30
20
10
0
Cumulative time (percentage)
CUMULATIVE TIME

38

LOGIC OF NEW PRODUCT TRIALS

MANY IDEAS
1st STAGE • Creativity
• Outside
world
perception
change

2nd STAGE FILTERS

3rd STAGE A FEW FEASIBLE IDEAS

PRODUCTS TO BE
LAUNCHED
39

Investigation
and COMPANY
Selection ACTIONS
design
Business
analysis

Development

Test

Launch PRODUCT
SUCCESS

40

IMPATTO SUL MERCATO
FORTE MEDIO DEBOLE

A

GRADO D’ INNOVAZIONE
L
T
O

M
E
D
I
O

B
A
S
S
O

GRADO D’INNOVAZIONE: È FUNZIONE DEL GRADO DI DIFFERENZIAZIONE RISPETTO
ALLE ALTRE OFFERTE PRESENTI SUL MERCATO

IMPATTO SUL MERCATO: ESPRIME IL GRADO STIMATO D’ ACCOGLIENZA
FAVOREVOLE CHE IL MERCATO ESPRIMERÀ NEI CONFRONTI DELL’INNOVAZIONE.
QUANTO QUESTA INCIDE SU UN REALE BISOGNO DEL TARGET.

41

PRODUCIBILITÀ
ALTA MEDIA BASSA

A
L
T
A
ECONOMICITÀ
M
E
D
I
A

B
A
S
S
A

ECONOMICITÀ: È FUNZIONE DELLE QUANTITÀ DI RISORSE ECONOMICHE NECESSARIE PER
SOSTENERE LE DIVERSE FASI DEL PROGETTO: IDEAZIONE, PROTOTIPIZZAZIONE, PRESERIE,
INDUSTRIALIZZAZIONE, LANCIO DEL NUOVO PRODOTTO.

PRODUCIBILITÀ: È FUNZIONE DELLE DIFFICOLTÀ LEGATE ALLA TECNOLOGIA DI PRODOTTO
E DI PROCESSO CHE DEVONO ESSERE AFFRONTATE E SUPERATE PER REALIZZARE IL
NUOVO PRODOTTO.

42

PRODUCT TEST

DRY TEST (concept)
SHOW TEST (design)
BLIND TEST (intrinsic quality)
NAME TEST (name-logo)
PRODUCT TEST (prototype defin.)
AREA TEST (marketing mix)

43

BRAND RATING FORM
PROPOSAL no. BRAND RATING FORM

PARAMETERS RATING TOTAL
FAIRNESS FROM A MARKETING POINT OF VIEW 1 2 4 4 5
ESSENZIALITY OF LOOK 1 2 4 4 5
INCLUDE AND CONVEY ELEMENTS OF SOLIDITY
AND GUARANTEES 1 2 4 4 5

EFFECTIVE SYMBOLISM 1 2 4 4 5
SIMPLICITY 1 2 4 4 5
PROPER DIRECTION OF LINES 1 2 4 4 5
BALANCED USED OF COLOR 1 2 4 4 5
FINAL RATING

44

RESULTS

EACH GOAL MUST BE VERIFIED.

FURTHERMORE, CONTINUOUS DATA

ANALYSIS ALLOWS ME TO CORRECT ANY

MISTAKES AND HOPEFULLY TO AVOID THEM

IN THE FUTURE

45

Project

Theme 4.4 – Internet 2.0 for business comunication

46

WHY THE INTERNET
?

47

 OBJECTIVES
 TARGET
 STRATEGIES
 TIME FRAMES
 RESULTS

48

WHAT GOALS AM I SETTING

T KNOWN?

NCE TO CUSTOMERS?

ERS TO SATISFY WITH TRADITIONAL SALES?

A E-COMMERCE ?

49

DEFINE RESOURCES:

 ECONOMIC / FINANCIAL

 HUMAN

 INFRASTRUCTURAL

50

STRATEGIES
IF I KNOW THE MARKET, I CAN BETTER DEFINE THE
STRATEGIES REGARDING

WHAT “I SELL”
WHO I SELL TO
SUPPLY AND DEMAND
COMPETITORS
PRICES
COMMUNICATION
DISTRIBUTION

51

TIME FRAMES

SETTING A TARGET WITHOUT
SCHEDULING IT RUNS THE RISK OF
SQUANDERING ALL EFFORTS

INTERNET MARKETS DEVELOP VERY FAST, MUCH
FASTER THAN TRADITIONAL ONES. SO I MUST TAKE
THIS IN TO ACCOUNT.

52

RESULTS

EACH GOAL MUST BE VERIFIED.

FURTHERMORE, CONTINUOUS DATA

ANALYSIS ALLOWS ME TO CORRECT ANY

MISTAKES AND HOPEFULLY TO AVOID THEM

IN THE FUTURE

53

GOOGLE AND INDEXING CRITERIA

TODAY MORE THAN 80% OF CONTACTS ARE

MADE THROUGH THE USE OF SEARCH ENGINES.

IT IS OBVIOUSLY USELESS TO HAVE THE BEST

SITE / PORTAL IF USERS DO NOT COME TO IT

54

OBVIOUSLY, IT IS EQUALLY USELESS TO BE

INDEXED IN A SEARCH ENGINE IF WE ARE NOT

ON THE FIRST PAGE

A USER NORMALLY LIMITS HIMSELF TO

VISITING THOSE SITES ON THE FIRST TWO /

THREE PAGES WITH KEYWORDS THAT HAVE

MEANING FOR HIS SEARCH.

55

•TERM SEARCH ENGINES

•SYSTEMATIC INDEXES

56

TERM SEARCH ENGINES LOOK FOR WORDS OR
COMBINATIONS OF WORDS IN AN INDEXED
ARCHIVE OF DOCUMENTS IN DIGITAL FORMAT.
THE INDEX IS UPDATED BY A VIEW "DEMON“, IN
OTHER WORDS, SOFTWARE THAT MOVES
CONTINUOUSLY ALONG THE NETWORK, FOLLOWING
EVERY LINK ENCOUNTERED AND INDEXING ALL PAGES VISITED
"SPIDERS” “CRAWLER” “ROBOT”

57

SYSTEMATIC INDEXES

A SYSTEMATIC SEARCH TAKES PLACE IN ANNOTATED
RESOURCE CATALOGUES, A “DIRECTORY”,
SUBDIVIDED BY SECTOR AND ORGANIZED HIERARCHICALLY.
IN THIS CASE, THE DATABASE IS MUCH MORE
LIMITED BUT THE RELEVANCE EVALUATION OF
CERTAIN INFORMATION IS MORE MECHANICAL; ON
THE CONTRARY, THE RESULT OF A HUMAN
SELECTION, GENERALLY A COMPILATION, AND THE
INFORMATION ARE PLACED WITHIN A CLASSIFICATION STRUCTURE.

58

TERM SEARCH ENGINES

IN TERM SEARCH ENGINES, A SEARCH IS

CARRIED OUT BY INDICATING A WORD OR A

COMBINATION OF WORDS THAT WE CONSIDER

TO BE CONNECTED TO THE TYPE OF

INFORMATION THAT WE WANT TO FIND

59

TERM SEARCH ENGINES

SEARCH ENGINES USING PROGRAMS CALLED "SPIDERS" (CRAWLERS OR
ROBOTS) ARE ABLE TO SEE A LARGE QUANTITY OF CONTINUOUS WEB
PAGES, READ THE TEXT ON THE PAGE AND REMOVE THOSE WORDS/TERMS
THAT CHARACTERIZE THE SITE. FOR EACH PAGE READ, THE SPIDER
SEARCHES WITHIN THE PAGE AND MEMORIZES ALL LINKS TO OTHER SITES,
ADDING IT TO A LIST OF SITES TO VISIT. IN THIS WAY, THROUGH A CHAIN
PROCESS, THE SPIDER CAN COLLECT A HUGE NUMBER OF SITE ADDRESSES
AND WEB PAGES, SUCCEEDING IN INCREASING THE NUMBER OF KNOWN
SITES MUCH MORE THAN IT CAN BE DONE WITH DIRECTORIES, WHICH ARE
BASED ON A SLOW MECHANISM OF SITE REGISTRATION AND EVALUATION
OF THE SITES, WORKING WITH A COMPILATION.

60

TERM SEARCH ENGINES

TO ENABLE A SPIDER TO EASILY FIND ALL THE PAGES THAT MAKE UP

A WEBSITE, IT MUST BE DONE IN SUCH A WAY THAT IT CAN TRACE

BACK, DIRECTLY OR INDIRECTLY, FROM ANY PAGE OF THE SITE TO ALL

THE OTHER PAGES. THE BEST SYSTEM IS ONE THAT INSERTS A LINK TO

THE HOMEPAGE ON EACH PAGE OF THE SITE . IN THIS WAY, THE

SPIDER SHOULD REACH ANY OF THE PAGES (PERHAPS FOLLOWING A

LINK FOUND ON ANOTHER SITE); IT WILL THEN RETURN TO THE MAIN

PAGE AND, FROM THERE, FIND ALL THE OTHER PAGES BY FOLLOWING

THE LINK ENCOUNTERED.

61

TERM SEARCH ENGINES

SPIDERS DO NOT TAKE THE PAGE’S GRAPHICS INTO ACCOUNT
BUT FOCUS THEIR WORK EXCLUSIVELY ON THE TEXT. THIS
MEANS THAT EACH IMAGE OR ANIMATION IS IGNORED AND
THAT THE SPIDER BASES ITS EVALUATION FO THE SITE ONLY
ON THE TEXTUAL CONTENT. ANY GIF AND JPEG IMAGES, EVEN
A BUTTON, WILL BE IGNORED. THE ONLY TEXT THAT THE C
RAWLER WILL BE ABLE TO READ IS ASCII, CONTAINED IN
THE HTML CODE TAG.
(TO DATE, ONLY 8% OF THE CONTENTS OF A PAGE WITH
ANIMATED FLASH IS INDEXED BY GOOGLE SPIDERS.)

62

TERM SEARCH ENGINES
SPIDERS CONSIDER PRIMARILY THE WORDS OR PHRASES CONTAINED :
•IN THE TAG TITLE: SEARCH ENGINES ASSIGN A VERY HIGH
IMPORTANCE TO THE TITLE PAGE.
•IN THE META TAG (DESCRIPTION, KEYWORDS, ROBOTS) IN OTHER
WORDS, THE SPECIAL TAGS THROUGH WHICH INFORMATION RELATED
TO THE WEB PAGE IS PROVIDED
•IN THE HEADERS (TAG H1…) A SORT OF SUBTITLE THAT HAS AN
INTERMEDIATE ROLE BETWEEN A REAL TITLE AND THE TEXT
•IN THE FIRST FEW LINES OF THE WEB PAGE TEXT
•IN THE TEXT THAT DESCRIBES THE LINKS (TAG A)
•IN THE PARTS HIGHLIGHTED IN BOLD OR ITALICS
•IN THE FILE NAME (.HTML)

63

BESIDES THE "LEGITIMATE" SYSTEMS DESCRIBED ABOVE, THERE ARE A
NUMBER OF TRICKS THAT ARTIFICIALLY INCREASE THE LOCATION OF
A PAGE IN A SEARCH ENGINE’S RESULTS :

WRITE THE TEXT IN THE SAME COLOR AS THE BACKGROUND OF
PAGE: THIS IS LIKELY TO INCREASE KEY WORDS WITHOUT
BURDENING THE PAGE TEXTS. ONLY THE SPIDER READS THE KEY
WORDS THAT ARE NOT VISIBLE TO YOU.
INSERT TEXT IN TAGS OR META TAGS THAT ARE NOT SHOW IN A
VIDEO BUT THAT SERVE ONLY TO DESCRIBE SOME PART OF THE
HTML PAGES (e.g., COMMENT TAGS)
USE REDIRECTION PAGES THAT ARE PASSED THROUGH FOR A FEW
SECONDS ONLY AND THEN ARE REDIRECTED TO THE MAIN PAGE
USE OF CLOAKING TECHNOLOGY THAT DISPLAYS DIFFERENT
CONTENT BASED ON WHO VISITS THEM. PAGES FULL OF
KEYWORDS MAY BE SHOWN TO SPIDERS AND NORMAL PAGES TO
USERS.

64

HOW TO SUGGEST A WEB SITE TO SEARCH ENGINES?

IT IS IMPORTANT TO DISTINGUISH REPORTING FROM SITE
REGISTRATION IN THE ARCHIVES OF A SEARCH ENGINE.
THE USER CAN ONLY REPORT THE EXISTENCE OF A SITE BECASUE
REGISTRATION IS CARRIED OUT BY THE SEARCH ENGINE.
MOREOVER, REPORTING DOES NOT ENTIRELY GUARANTEE
REGISTRATION
REPORTING IS CARRIED OUT THROUGH AN APPROPRIATE MODULE
PRESENT IN THE SERACH ENGINE (SOME ENGINES, LIKE GOOGLE
REQUIRE ONLY THE MAIN URL; OTHERS, LIKE ALTAVISTA REQUIRE
THE URL’S OF THE INDIVIDUAL PAGES)
HTTP://WWW.GOOGLE.IT/INTL/IT/ADD_URL.HTML
HTTP://IT.ALTAVISTA.COM/ADDURL/DEFAULT

65

THE SEARCH TECHNOLOGY USED BY GOOGLE: PAGERANK

GOOGLE UTILIZES A TECHNOLOGY BASED ON ADVANCED HARDWARE AND
SOFTWARE. THE SPEED WITH WHICH SEARCHES CAN BE CARRIED OUT IS
ATTRIBUTIBLE IN PART TO THE EFFICIENCY OF THE SEARCH ALGORHITHM
AND IN PART TO THE HIGH NUMBER OF PC’S CONNECTED TO THE WEB
THAT, TOGETHER, CONTRIBUTE TO CREATING A SUPER-FAST SEARCH
ENGINE.

THE MAIN CORE OF THE SOFTWARE IS REPRESENTED BY PAGERANK(TM),
THAT CONSISTS OF A SYSTEM THAT ENABLES CLASSIFYING WEB PAGES IN
ORDER OF IMPORTANCE. THE SYSTEM WAS DEVELOPED BY THE SAME
LARRY PAGE AND SERGEY BRIN AT STANFORD UNIVERSITY. PAGERANK
CONTINUES TO BE THE KEY ELEMENT OF GOOGLE SEARCH TOOLS.

66

Competitors: C1 C2 C3 C4 C5 C6 C7 C8 US

Website:

Incidence

Incidence
Incidence

Incidence

Incidence

Incidence
Incidence

Incidence

Incidence
Incidence

Rating

Rating

Rating

Rating
Rating

Rating

Rating

Rating

Rating
Incidence
Partial

Total.
Company 40%
Deliveries Av. no. of days 40% 16,0% 1 100% 1 100% 1 100% 1 100% 1 100% 1 100% 1 100% 1 100% 3 50%
Image Rating (1-5) 25% 10,0% 3 50% 3 50% 3 50% 2 25% 5 100% 4 75% 5 100% 3 50% 4 75%
Communication Rating (1-5) 20% 8,0% 3 50% 3 50% 3 50% 2 25% 5 100% 4 75% 5 100% 3 50% 4 75%
Sales Organization Rating (1-5) 15% 6,0% 4 75% 4 75% 3 50% 3 50% 4 75% 3 50% 4 75% 4 75% 3 50%
Sofas 12%
Quality Rating (1-5) 45% 5,4% 2 25% 3 50% 5 100% 5 100% 1 0% 4 75% 3 50% 4 75% 5 100%
Completeness of range Rating (1-5) 30% 3,6% 2 25% 3 50% 5 100% 5 100% 1 0% 4 75% 2 25% 4 75% 2 25%
Price Rating (1-5) 25% 3,0% 3 50% 4 75% 5 100% 5 100% 1 0% 4 75% 3 50% 4 75% 3 50%
Armchairs 5%
Quality Rating (1-5) 60% 3,0% 3 50% 3 50% 1 0% 2 25% 3 50% 4 75% 1 0% 4 75% 5 100%
Price Rating (1-5) 20% 1,0% 5 100% 4 75% 1 0% 2 25% 4 75% 4 75% 1 0% 4 75% 3 50%
Sofa beds 20%
Quality Rating (1-5) 45% 5,4% 5 100% 5 100% 1 0% 5 100% 1 0% 5 100% 4 75% 5 100% 5 100%
Price Rating (1-5) 25% 3,0% 4 75% 5 100% 1 0% 3 50% 1 0% 3 50% 3 50% 4 75% 4 75%
chaises longues 20%
Quality Rating (1-5) 45% 9,0% 5 100% 5 100% 1 0% 1 0% 1 0% 5 100% 4 75% 5 100% 5 100%
Price Rating (1-5) 25% 5,0% 3 50% 3 50% 1 0% 1 0% 1 0% 4 75% 3 50% 5 100% 4 75%
massage armchairs 3%
Quality Rating (1-5) 80% 4,0% 3 50% 3 50% 1 0% 1 0% 1 0% 1 0% 2 25% 5 100% 5 100%
Price Rating (1-5) 10% 0,5% 4 75% 4 75% 1 0% 1 0% 1 0% 1 0% 3 50% 4 75% 3 50%

Cut-off level 70% - 62% - 65% - 40% - 44% - 41% + 70% - 61% + 78% - 65%

67

This project has been funded with support from the European
Commission. This publication reflects the views only of the
author, and the Commission cannot be held responsible for
any use which may be made of the information contained
therein.

06/03/12 68

Marketing Mix and Market Segmentation Strategies

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