{"id":3620,"date":"2015-01-27T08:00:35","date_gmt":"2015-01-27T06:00:35","guid":{"rendered":"http:\/\/www.businesslife.gr\/?p=3620"},"modified":"2015-02-11T14:12:21","modified_gmt":"2015-02-11T12:12:21","slug":"pii-ine-i-pelates-mas","status":"publish","type":"post","link":"https:\/\/www.businesslife.gr\/?p=3620","title":{"rendered":"\u03a0\u03bf\u03b9\u03bf\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03bc\u03b1\u03c2;"},"content":{"rendered":"<p>\u0397 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03b7 \u03b5\u03c1\u03ce\u03c4\u03b7\u03c3\u03b7 \u03c3\u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9: <strong>&#8220;\u03a0\u03bf\u03b9\u03bf\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03bc\u03b1\u03c2;&#8221;<\/strong><\/p>\n<p>\u03a7\u03c9\u03c1\u03af\u03c2 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03c4\u03af\u03c0\u03bf\u03c4\u03b1. \u039f\u03cd\u03c4\u03b5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd, \u03bf\u03cd\u03c4\u03b5 \u03ba\u03ad\u03c1\u03b4\u03b7, \u03bf\u03cd\u03c4\u03b5 \u03b5\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03b9, \u03bf\u03cd\u03c4\u03b5 \u03ba\u03b1\u03bd \u03b7 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03b1\u03c5\u03c4\u03ae \u03ba\u03b1\u03b8\u03b1\u03c5\u03c4\u03ae. \u039f\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03c3\u03bf\u03c5\u03bd \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03b5\u03c2 \u03bc\u03bf\u03c1\u03c6\u03ad\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b1\u03c0\u03b1\u03bd\u03c4\u03ce\u03bd\u03c4\u03b1\u03c2 \u03c3\u03b5 \u03b1\u03c5\u03c4\u03cc \u03c4\u03bf \u03b5\u03c1\u03ce\u03c4\u03b7\u03bc\u03b1.<\/p>\n<p><strong>\u03a4\u03bf \u03bc\u03b1\u03b6\u03b9\u03ba\u03cc \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba<\/strong> (mass marketing) \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03bc\u03b1\u03b6\u03b9\u03ba\u03ae \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae, \u03bc\u03b1\u03b6\u03b9\u03ba\u03ae \u03b4\u03b9\u03b1\u03bd\u03bf\u03bc\u03ae \u03ba\u03b1\u03b9 \u03bc\u03b1\u03b6\u03b9\u03ba\u03ae \u03c0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03af\u03b4\u03b9\u03bf\u03c5 \u03bb\u03af\u03b3\u03bf-\u03c0\u03bf\u03bb\u03cd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03c0\u03c1\u03bf\u03c2 \u03c4\u03bf \u03c3\u03cd\u03bd\u03bf\u03bb\u03bf \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2. \u0393\u03b9\u03b1 \u03c4\u03bf \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03bc\u03ad\u03c1\u03bf\u03c2 \u03c4\u03bf\u03c5 \u03b5\u03b9\u03ba\u03bf\u03c3\u03c4\u03bf\u03cd \u03b1\u03b9\u03ce\u03bd\u03b1 \u03bf\u03b9 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2 \u03b5\u03c6\u03ac\u03c1\u03bc\u03bf\u03b6\u03b1\u03bd \u03c4\u03bf \u03bc\u03b1\u03b6\u03b9\u03ba\u03cc \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u039a\u03bb\u03b1\u03c3\u03b9\u03ba\u03cc \u03c0\u03b1\u03c1\u03ac\u03b4\u03b5\u03b9\u03b3\u03bc\u03b1 \u03c4\u03bf\u03c5 \u03bc\u03b1\u03b6\u03b9\u03ba\u03bf\u03cd \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03c4\u03bf Model T \u03c4\u03b7\u03c2 Ford \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf, \u03cc\u03c0\u03c9\u03c2 \u03ad\u03bb\u03b5\u03b3\u03b5 \u03bf \u03b9\u03b4\u03c1\u03c5\u03c4\u03ae\u03c2 \u03c4\u03ae\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1\u03c2, Henry Ford, \u03bf\u03b9 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ad\u03c2 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b1\u03bd \u03bd\u03b1 \u03c4\u03bf \u03ad\u03c7\u03bf\u03c5\u03bd &#8220;\u03c3\u03b5 \u03cc\u03c0\u03bf\u03b9\u03bf \u03c7\u03c1\u03ce\u03bc\u03b1 \u03b8\u03ad\u03bb\u03bf\u03c5\u03bd \u03b1\u03c1\u03ba\u03b5\u03af \u03bd\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03b1\u03cd\u03c1\u03bf&#8221;. \u039c\u03b5 \u03ac\u03bb\u03bb\u03b1 \u03bb\u03cc\u03b3\u03b9\u03b1, \u03c4\u03bf \u03bc\u03b1\u03b6\u03b9\u03ba\u03cc \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf &#8220;one size fits all&#8221; \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p>\n<p><strong>\u03a4\u03bf \u03c0\u03bb\u03b5\u03bf\u03bd\u03ad\u03ba\u03c4\u03b7\u03bc\u03b1 \u03c4\u03bf\u03c5 \u03bc\u03b1\u03b6\u03b9\u03ba\u03bf\u03cd \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba<\/strong> \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 \u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03af\u03b5\u03c2 \u03ba\u03bb\u03af\u03bc\u03b1\u03ba\u03b1\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b9\u03c4\u03c5\u03b3\u03c7\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9. \u03a3\u03ae\u03bc\u03b5\u03c1\u03b1, \u03c9\u03c3\u03c4\u03cc\u03c3\u03bf, \u03b7 \u03b1\u03b3\u03bf\u03c1\u03ac \u03ad\u03c7\u03b5\u03b9 \u03ba\u03b1\u03c4\u03b1\u03ba\u03b5\u03c1\u03bc\u03b1\u03c4\u03b9\u03c3\u03c4\u03b5\u03af \u03c3\u03b5 \u03c0\u03ac\u03c1\u03b1 \u03c0\u03bf\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03bf\u03c5\u03c2 \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 \u03bc\u03b5 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03c4\u03bf \u03bc\u03b1\u03b6\u03b9\u03ba\u03cc \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03bd\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03bb\u03ad\u03bf\u03bd \u03b1\u03bd\u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc \u03ba\u03b1\u03b9 \u03bf\u03b9 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2 \u03bd\u03b1 \u03c3\u03c4\u03c1\u03ad\u03c6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03cc\u03bb\u03bf \u03ba\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03c3\u03c4\u03bf \u03c3\u03c4\u03bf\u03c7\u03b5\u03c5\u03bc\u03ad\u03bd\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p>\n<p><strong>\u03a4\u03bf \u03c3\u03c4\u03bf\u03c7\u03b5\u03c5\u03bc\u03ad\u03bd\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba<\/strong> (target marketing) \u03c3\u03c5\u03bd\u03af\u03c3\u03c4\u03b1\u03c4\u03b1\u03b9 \u03c3\u03b5 \u03c4\u03c1\u03af\u03b1 \u03c0\u03c1\u03ac\u03b3\u03bc\u03b1\u03c4\u03b1: (1) \u03c4\u03b7\u03bd \u03c4\u03bc\u03b7\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 (segmentation), (2) \u03c4\u03b7\u03bd \u03c3\u03c4\u03cc\u03c7\u03b5\u03c5\u03c3\u03b7 (targeting) \u03ba\u03b1\u03b9 (3) \u03c4\u03b7\u03bd \u03c4\u03bf\u03c0\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7 (positioning). \u03a4\u03bf S-T-P \u03b5\u03af\u03bd\u03b1\u03b9, \u03c3\u03c4\u03b7\u03bd \u03bf\u03c5\u03c3\u03af\u03b1, \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b1\u03c5\u03c4\u03cc \u03ba\u03b1\u03b8\u03b1\u03c5\u03c4\u03cc. \u0391\u03c0\u03cc \u03b1\u03c5\u03c4\u03ac \u03c4\u03b1 \u03c4\u03c1\u03af\u03b1 \u03c0\u03c1\u03ac\u03b3\u03bc\u03b1\u03c4\u03b1 \u03b5\u03ba\u03ba\u03b9\u03bd\u03b5\u03af \u03ba\u03ac\u03b8\u03b5 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ae \u03bc\u03b5 \u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b1.<\/p>\n<p><strong>\u0397 \u03c4\u03bc\u03b7\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2<\/strong> (market segmentation) \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03c7\u03c9\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03c3\u03b5 \u03bc\u03b9\u03ba\u03c1\u03cc\u03c4\u03b5\u03c1\u03b1 \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 \u03c4\u03b1 \u03bf\u03c0\u03bf\u03af\u03b1 \u03ad\u03c7\u03bf\u03c5\u03bd \u03ba\u03bf\u03b9\u03bd\u03ac \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac. \u039f\u03b9 marketer \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03bf\u03cd\u03bd \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03b1 \u03ba\u03c1\u03b9\u03c4\u03ae\u03c1\u03b9\u03b1 \u03c4\u03bc\u03b7\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2. \u03a3\u03c4\u03bf \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03cc \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba (consumer marketing) \u03c4\u03b1 \u03ba\u03c1\u03b9\u03c4\u03ae\u03c1\u03b9\u03b1 \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c5\u03c7\u03bd\u03cc\u03c4\u03b5\u03c1\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03b1 \u03b4\u03b7\u03bc\u03bf\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ac (demographic), \u03b3\u03b5\u03c9\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ac (geographic), \u03c8\u03c5\u03c7\u03bf\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ac (psychographic) \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03b9\u03ba\u03ac (behavioral).<\/p>\n<p>\u0397 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7\u03c2 \u03c4\u03bc\u03b7\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2 \u03b2\u03b1\u03c3\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b7\u03bd \u03b5\u03cd\u03c1\u03b5\u03c3\u03b7 \u03c4\u03bc\u03b7\u03bc\u03ac\u03c4\u03c9\u03bd \u03c0\u03bf\u03c5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03b5\u03c4\u03c1\u03ae\u03c3\u03b9\u03bc\u03b1 (\u03bc\u03ad\u03b3\u03b5\u03b8\u03bf\u03c2, \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ae \u03b4\u03cd\u03bd\u03b1\u03bc\u03b7 \u03ba.\u03bb\u03c0.), \u03c0\u03c1\u03bf\u03c3\u03b2\u03ac\u03c3\u03b9\u03bc\u03b1, \u03b5\u03c0\u03b1\u03c1\u03ba\u03ce\u03c2 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ac (\u03b5\u03c5\u03bc\u03b5\u03b3\u03ad\u03b8\u03b7\/\u03ba\u03b5\u03c1\u03b4\u03bf\u03c6\u03cc\u03c1\u03b1) \u03ba\u03b1\u03b9 \u03b4\u03b5\u03ba\u03c4\u03b9\u03ba\u03ac \u03c3\u03b5 \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b5\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p>\n<p>\u039c\u03b5\u03c4\u03ac \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03c4\u03bc\u03b7\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03b5\u03af <strong>\u03b7 \u03c3\u03c4\u03cc\u03c7\u03b5\u03c5\u03c3\u03b7 (targeting)<\/strong> \u03c3\u03c4\u03bf \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03c4\u03bc\u03ae\u03bc\u03b1 \/ \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1. \u039f\u03b9 marketer \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03bf\u03cd\u03bd \u03ba\u03ac\u03b8\u03b5 \u03c4\u03bc\u03ae\u03bc\u03b1 \u03be\u03b5\u03c7\u03c9\u03c1\u03b9\u03c3\u03c4\u03ac \u03b2\u03ac\u03c3\u03b5\u03b9 \u03c4\u03bf\u03c5 \u03bc\u03b5\u03b3\u03ad\u03b8\u03bf\u03c5\u03c2, \u03c4\u03b7\u03c2 \u03b4\u03c5\u03bd\u03b7\u03c4\u03b9\u03ba\u03ae\u03c2 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7\u03c2, \u03c4\u03bf\u03c5 \u03c5\u03c0\u03ac\u03c1\u03c7\u03bf\u03bd\u03c4\u03bf\u03c2 \/ \u03b4\u03c5\u03bd\u03b7\u03c4\u03b9\u03ba\u03bf\u03cd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03bf\u03cd, \u03c4\u03b7\u03c2 \u03c3\u03c5\u03bc\u03b2\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03bc\u03b5 \u03c4\u03bf\u03c5\u03c2 \u03c0\u03cc\u03c1\u03bf\u03c5\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5\u03c2 \u03c3\u03c4\u03cc\u03c7\u03bf\u03c5\u03c2 \u03c4\u03b7\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03ac\u03bb\u03bb\u03c9\u03bd \u03c0\u03b1\u03c1\u03b1\u03bc\u03ad\u03c4\u03c1\u03c9\u03bd. \u03a3\u03c4\u03b7\u03bd \u03c3\u03c5\u03bd\u03ad\u03c7\u03b5\u03b9\u03b1, \u03b7 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03b1\u03c0\u03bf\u03c6\u03b1\u03c3\u03af\u03b6\u03b5\u03b9 \u03b5\u03af\u03c4\u03b5 \u03bd\u03b1 \u03b1\u03b3\u03bd\u03bf\u03ae\u03c3\u03b5\u03b9 \u03c4\u03b9\u03c2 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03ad\u03c2 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03c9\u03bd \u03c4\u03bc\u03b7\u03bc\u03ac\u03c4\u03c9\u03bd (\u03b1\u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u2013 undifferentiated marketing), \u03b5\u03af\u03c4\u03b5 \u03bd\u03b1 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03ae\u03c3\u03b5\u03b9 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5\u03af\u03b3\u03bc\u03b1\u03c4\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba (marketing mix) \u03b3\u03b9\u03b1 \u03c4\u03b1 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03ac \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 (\u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03b9\u03b7\u03bc\u03ad\u03bd\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba-differentiated marketing), \u03b5\u03af\u03c4\u03b5 \u03bd\u03b1 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03ae\u03c3\u03b5\u03b9 \u03ad\u03bd\u03b1 \u03bc\u03b5\u03af\u03b3\u03bc\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b3\u03b9\u03b1 \u03ad\u03bd\u03b1-\u03b4\u03cd\u03bf \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 (\u03c3\u03c5\u03b3\u03ba\u03b5\u03bd\u03c4\u03c1\u03c9\u03c4\u03b9\u03ba\u03cc \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba-concentrated marketing).<\/p>\n<p><strong>\u03a4\u03b7\u03bd \u03c3\u03c4\u03cc\u03c7\u03b5\u03c5\u03c3\u03b7 \u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03b5\u03af \u03b7 \u03c4\u03bf\u03c0\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7<\/strong> (positioning), \u03b7 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03b4\u03b7\u03bb\u03b1\u03b4\u03ae \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc. \u0397 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03c4\u03c1\u03cc\u03c0\u03bf\u03c2 \u03bc\u03b5 \u03c4\u03bf\u03bd \u03bf\u03c0\u03bf\u03af\u03bf\u03bd \u03b7 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03b1\u03c0\u03bf\u03ba\u03c4\u03ac \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c0\u03bb\u03b5\u03bf\u03bd\u03ad\u03ba\u03c4\u03b7\u03bc\u03b1. \u03a5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03bd \u03c4\u03ad\u03c3\u03c3\u03b5\u03c1\u03b9\u03c2 \u03ba\u03cd\u03c1\u03b9\u03bf\u03b9 \u03c4\u03c1\u03cc\u03c0\u03bf\u03b9 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2: \u03b7 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 (product differentiation), \u03b7 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b5\u03be\u03c5\u03c0\u03b7\u03c1\u03ad\u03c4\u03b7\u03c3\u03b7\u03c2 (service differentiation), \u03b7 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03bf\u03cd (personnel differentiation) \u03ba\u03b1\u03b9 \u03b7 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b5\u03b9\u03ba\u03cc\u03bd\u03b1\u03c2 (image differentiation).<\/p>\n<p>\u03a3\u03c4\u03b7\u03bd \u03c3\u03b7\u03bc\u03b5\u03c1\u03b9\u03bd\u03ae \u03b5\u03c0\u03bf\u03c7\u03ae, \u03c0\u03bf\u03c5 <strong>\u03c4\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bb\u03af\u03b3\u03bf-\u03c0\u03bf\u03bb\u03cd \u03af\u03b4\u03b9\u03b1<\/strong> (brand parity) \u03b7 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03b4\u03cd\u03c3\u03ba\u03bf\u03bb\u03b7 \u03ba\u03b1\u03b9 \u03b3\u03b9\u2019 \u03b1\u03c5\u03c4\u03cc \u03bf\u03b9 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2 \u03c3\u03c4\u03c1\u03ad\u03c6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03ba\u03c5\u03c1\u03af\u03c9\u03c2 \u03c3\u03c4\u03b7 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b5\u03be\u03c5\u03c0\u03b7\u03c1\u03ad\u03c4\u03b7\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u03b5\u03b9\u03ba\u03cc\u03bd\u03b1\u03c2.<\/p>\n<p><strong>\u0397 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7<\/strong> \u03c0\u03b5\u03c1\u03bd\u03ac\u03b5\u03b9 \u03c3\u03c4\u03bf \u03bc\u03c5\u03b1\u03bb\u03cc \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae \u03bc\u03ad\u03c3\u03c9 \u03c4\u03b7\u03c2 \u03c4\u03bf\u03c0\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7\u03c2. \u03a5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03bd \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03b5\u03c2 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ad\u03c2 \u03c4\u03bf\u03c0\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7\u03c2 (positioning strategies). \u03a3\u03c4\u03cc\u03c7\u03bf\u03c2 \u03c4\u03c9\u03bd \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ce\u03bd \u03c4\u03bf\u03c0\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03af\u03b1 \u03b5\u03c5\u03bd\u03bf\u03ca\u03ba\u03ce\u03bd \u03c3\u03c5\u03c3\u03c7\u03b5\u03c4\u03af\u03c3\u03b5\u03c9\u03bd (associations) \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 x \u03b4\u03b9\u03ac\u03c3\u03c4\u03b1\u03c3\u03b7\u03c2 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03b5\u03c0\u03b9\u03bb\u03b5\u03b3\u03b5\u03af \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd marketer. \u0397 \u03c4\u03bf\u03c0\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9, \u03c3\u03c4\u03b7\u03bd \u03bf\u03c5\u03c3\u03af\u03b1, \u03c4\u03bf \u03bc\u03ac\u03bd\u03b1\u03c4\u03b6\u03bc\u03b5\u03bd\u03c4 \u03c4\u03c9\u03bd \u03b1\u03bd\u03c4\u03b9\u03bb\u03ae\u03c8\u03b5\u03c9\u03bd (perceptions) \u03c4\u03c9\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ce\u03bd \u03c3\u03b5 \u03c3\u03c7\u03ad\u03c3\u03b7 \u03bc\u03b5 \u03ad\u03bd\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd. \u0393\u03b9\u03b1 \u03c0\u03b1\u03c1\u03ac\u03b4\u03b5\u03b9\u03b3\u03bc\u03b1, \u03c4\u03b9 \u03c3\u03b1\u03c2 \u03c6\u03ad\u03c1\u03bd\u03b5\u03b9 \u03c3\u03c4\u03bf\u03bd \u03bd\u03bf\u03c5 \u03b7 \u03bb\u03ad\u03be\u03b7 &#8220;Apple;&#8221; \u0397 \u03bb\u03ad\u03be\u03b7 &#8220;Microsoft;&#8221; \u0391\u03c5\u03c4\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf positioning.<\/p>\n<p>\u039c\u03b5 \u03ac\u03bb\u03bb\u03b1 \u03bb\u03cc\u03b3\u03b9\u03b1, \u03bf\u03b9 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03c3\u03b1\u03c2 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 &#8220;\u03cc\u03bb\u03bf\u03b9&#8221;. \u0391\u03bd \u03be\u03b5\u03ba\u03b9\u03bd\u03ac\u03c4\u03b5 \u03b1\u03c0\u03b1\u03bd\u03c4\u03ce\u03bd\u03c4\u03b1\u03c2 \u03ad\u03c4\u03c3\u03b9 \u03c3\u03c4\u03bf \u03b5\u03c1\u03ce\u03c4\u03b7\u03bc\u03b1 &#8220;\u03a3\u03b5 \u03c0\u03bf\u03b9\u03bf\u03c5\u03c2 \u03b1\u03c0\u03b5\u03c5\u03b8\u03cd\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c4\u03bf \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd \u03c3\u03b1\u03c2;&#8221; \u03c4\u03cc\u03c4\u03b5 \u03ad\u03c7\u03b5\u03c4\u03b5 \u03ba\u03ac\u03bd\u03b5\u03b9 \u03bc\u03ac\u03bb\u03bb\u03bf\u03bd \u03ba\u03b1\u03ba\u03cc \u03be\u03b5\u03ba\u03af\u03bd\u03b7\u03bc\u03b1.<\/p>\n<p>***<br \/>\n\u03a3\u03ac\u03ba\u03b7\u03c2 \u03a1\u03af\u03b6\u03bf\u03c2<\/p>\n<p>\u0391\u03bd\u03b1\u03b6\u03b7\u03c4\u03ae\u03c3\u03c4\u03b5 \u03c4\u03b1 \u03ac\u03c1\u03b8\u03c1\u03b1 &#8220;\u03a4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba;&#8221; \u03ba\u03b1\u03b9 &#8220;\u0397 \u0388\u03bd\u03bd\u03bf\u03b9\u03b1 \u03c4\u03b7\u03c2 \u0391\u03be\u03af\u03b1\u03c2 \u03c3\u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0397 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03b7 \u03b5\u03c1\u03ce\u03c4\u03b7\u03c3\u03b7 \u03c3\u03c4\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9: &#8220;\u03a0\u03bf\u03b9\u03bf\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03bc\u03b1\u03c2;&#8221; \u03a7\u03c9\u03c1\u03af\u03c2 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03c4\u03af\u03c0\u03bf\u03c4\u03b1. \u039f\u03cd\u03c4\u03b5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd, \u03bf\u03cd\u03c4\u03b5 \u03ba\u03ad\u03c1\u03b4\u03b7, \u03bf\u03cd\u03c4\u03b5 \u03b5\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03b9, \u03bf\u03cd\u03c4\u03b5 \u03ba\u03b1\u03bd \u03b7 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03b1\u03c5\u03c4\u03ae \u03ba\u03b1\u03b8\u03b1\u03c5\u03c4\u03ae. \u039f\u03b9 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03c3\u03b1\u03c2 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 &#8220;\u03cc\u03bb\u03bf\u03b9&#8221;. \u0391\u03bd \u03be\u03b5\u03ba\u03b9\u03bd\u03ac\u03c4\u03b5 \u03b1\u03c0\u03b1\u03bd\u03c4\u03ce\u03bd\u03c4\u03b1\u03c2 \u03ad\u03c4\u03c3\u03b9 \u03c3\u03c4\u03bf \u03b5\u03c1\u03ce\u03c4\u03b7\u03bc\u03b1 &#8220;\u03a3\u03b5 \u03c0\u03bf\u03b9\u03bf\u03c5\u03c2 \u03b1\u03c0\u03b5\u03c5\u03b8\u03cd\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c4\u03bf \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd \u03c3\u03b1\u03c2;&#8221; \u03c4\u03cc\u03c4\u03b5 \u03ad\u03c7\u03b5\u03c4\u03b5 \u03ba\u03ac\u03bd\u03b5\u03b9 \u03bc\u03ac\u03bb\u03bb\u03bf\u03bd \u03ba\u03b1\u03ba\u03cc \u03be\u03b5\u03ba\u03af\u03bd\u03b7\u03bc\u03b1. \u03a3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03c4\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bb\u03af\u03b3\u03bf-\u03c0\u03bf\u03bb\u03cd \u03af\u03b4\u03b9\u03b1.<\/p>\n","protected":false},"author":1,"featured_media":3621,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[31,28,13],"class_list":["post-3620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-internet-marketing","tag-marketing-2","tag-opinions-2"],"_links":{"self":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts\/3620","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3620"}],"version-history":[{"count":1,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts\/3620\/revisions"}],"predecessor-version":[{"id":3622,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts\/3620\/revisions\/3622"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/media\/3621"}],"wp:attachment":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}