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首页> 外文学位 >Using a geographic information system to develop a marketing geographic segmentation model for Continuing Education programs.
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Using a geographic information system to develop a marketing geographic segmentation model for Continuing Education programs.

机译：使用地理信息系统为继续教育计划开发市场营销地理细分模型。

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摘要

As the colleges' internal and external environment becomes more complex, mass marketing is no longer a viable marketing practice for continuing education programs. To become and remain competitive, colleges offering Continuing Education (CE) programs need to rely on flexibility and adaptation to increase their enrollments. In many businesses, markets are increasingly segmented, while individual lifestyles replace mass consumption. Adapted from retail business and presented here, a marketing model with market segmentation approach is developed to increase the enrollment while reducing the marketing costs. Using a Geographic Information System, the model examines the geographical and demographic patterns of CE students in order to identify areas with the greatest potential for attracting prospective students. The site under study is located in the Bronx, New York.;Unlike the current mass mailing advertisement practices which are expensive and ineffective, the model divides the Bronx into three market segments (primary, secondary, and tertiary) for Lehman College CE. The market demand, size, and geographic boundaries are different for each market segment allowing direct target marketing. The primary segment is an area within one-mile radius around Lehman College and is projected to commonly attract working female between 30 to 49 years of age and within a certain income per household. Although the personal development types of CE classes are more popular among the individuals from the primary market area, other CE courses are marketable in this area as well. Beyond the one-mile radius, the effect of demographic characteristics is less observed; however, access to public transportation becomes essential in the secondary and tertiary market areas. In the secondary and tertiary market areas, the workforce development training programs are more appealing as the unemployment rate increases and income per household decreases in this area.;Given the role of geographic, economic, and demographic characteristics in CE enrollment as well as the dynamic settings of CE programs, the market segmentation advertisement becomes a vital marketing practice for CE practitioners. Making changes in our practices is always accompanied with a great deal of uncertainty. This study is intended to help overcome such anxiety among individuals who are making marketing decisions for CUNY CE programs.
机译：随着学院内部和外部环境的日益复杂，大众营销已不再是继续教育课程的可行营销实践。为了保持竞争力，提供继续教育（CE）计划的大学需要依靠灵活性和适应性来增加入学率。在许多企业中，市场越来越细分，而个人生活方式代替了大众消费。根据零售业务并在此处介绍，开发了一种具有市场细分方法的营销模型，以增加注册人数，同时降低营销成本。该模型使用地理信息系统检查了CE学生的地理和人口统计学模式，以便确定最有可能吸引潜在学生的地区。所研究的站点位于纽约的布朗克斯区；与当前的大众邮寄广告惯例昂贵且效率低下不同，该模型将布朗克斯区划分为雷曼学院CE的三个细分市场（主要，次级和第三级）。每个细分市场的市场需求，规模和地理边界都不相同，因此可以直接进行目标市场营销。主要部分是雷曼学院周围一英里范围内的区域，预计通常吸引30至49岁且每个家庭有一定收入的在职女性。尽管CE课程的个人发展类型在主要市场领域的个人中更受欢迎，但其他CE课程也可以在该领域推销。超过一英里半径，人口特征的影响较少。然而，在第二和第三市场领域，获得公共交通的条件变得至关重要。在第二和第三市场区域，随着该地区失业率的提高和每户家庭收入的减少，劳动力发展培训计划更具吸引力。鉴于地理，经济和人口特征在CE入学率和动态中的作用在CE计划的背景下，市场细分广告已成为CE从业者至关重要的营销实践。改变我们的做法总是伴随着很大的不确定性。这项研究旨在帮助克服在为CUNY CE计划做出营销决策的个人中的这种焦虑。

著录项

  • 作者

    Jafari, Marzie A.;

  • 作者单位

    City University of New York.;

  • 授予单位 City University of New York.;
  • 学科 Business Administration Marketing.;Education Adult and Continuing.;Geography.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 140 p.
  • 总页数 140
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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