This paper describes the reasons which have led us to use Geographical Information System technology at Banco Central Hispanoamericano, the procedures followed to implement the project, the information systems used, the achievements obtained and other considerations to be taken into account by any business which plans to carry out a project of this kind. We may define a Geographical Information System as an element integrating corporate databases which permits a relationship to be established between the different concepts according to their geographic location. Geographical Information System technology, initially used in universities, the government and utilities (water, gas, electricity, etc.) has now been applied in many different sectors, principally in those which need a spatial conception of information.
Geographic segmentation is one of the latest new developments in market surveys. This method is aimed at answering two major questions: - in a given area, what is the consumption structure? are there geographical areas in which such and such a product is consumed? This communication is intended to outline the major hypotheses which led up to thinking about a typology regarding communities and to demonstrate that this factor discriminates between different behaviors, and to examine the conditions under which they are applied to marketing studies and research.
Geographic segmentation is one of the latest new developments in market surveys. This method is aimed at answering two major questions: - in a given area, what is the consumption structure? are there geographical areas in which such and such a product is consumed? This communication is intended to outline the major hypotheses which led up to thinking about a typology regarding communities and to demonstrate that this factor discriminates between different behaviors, and to examine the conditions under which they are applied to marketing studies and research.