بســــــــم الله الرحمن الرحيــــــــم

MRK 152 Mohammed Owais Qureshi Hashmi

    هاشمي  قرشي عويس محمد

Principles of Marketing

Customer-Driven Marketing StrategyCreating Value for Target Customers

CHAPTER 7

Customer-Driven Marketing Strategy Market Segmentation Market Targeting Differentiation and Positioning

Chapter Outline

Customer-Driven Marketing Strategy التسويق استراتيجية العمالء لخدمة

Market SegmentationMarket segmentation( التجزئة  of (عملية)is the process (سوقdividing(الفاصل) a market into distinct groups( متميزة  (مجموعةof buyers who have different needs, characteristics(الخصائص), or behaviors(سلوك), and who might(قد) require(تطلب)Separate(مستقل) products or marketing programs(البرامج)

Major Segmentation Variables

Geo-graphic

Demo-graphic

Psycho-graphic

Behav-ioral

المتغير تقسيم الرئيسية

Geographic Segmentation

Geographic segmentation calls for dividing the market into different geographical units such as nations,regions, states, counties, cities, or even neighborhoods.

الجغرافي اإلنقسام

Age Gender

Family Size Family Life Cycle

Income Occupation

Education Religion

Race Generation

Nationality

Demographic Segmentationاإلنقسام الديمغرافية

Psychographic Segmentation

Social Class Lifestyle

Personality

االجتماعية الطبقة الحياة نمط شخصية

Behavioral Segmentation

Occasions

Benefits sought

User Status

Usage Rate

Loyalty Status

اإلنقسام السلوكية

مناسبات

تستفيد

وضع مستخدم

قيم استخدام

والء

Requirements for Effective Segmentation

Measurable Accessible Substantial

Differentiable Actionable

QUESTIONS ?

MAIN BOOK

Title: Principles of Marketing

Author(s): Philip Kotler and Gary Armstrong

ADDITIONAL READING

Books

Title: Marketing Management (Analysis, Planning. Implementation and Control

Author(s): Philip Kotler

Edition/Year: Eighth / 2006

Title: Strategic Marketing

Author(s): David W. Cravens & Nigel F. Piercy

Edition/Year: Tenth / 2006