Course Name: Principles of Marketing Code: MRK 152 Chapter: Four Customer driven Marketing Strategy.

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Presentation transcript:

Course Name: Principles of Marketing Code: MRK 152 Chapter: Four Customer driven Marketing Strategy

What is Customer Driven Marketing Strategy

Market Segmentation Market Segmentation ( تقسيم ) involves ( شمل ) dividing market into smaller segments ( قطعة ) of buyers ( المشترين ) with distinct ( متميز ) needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

Major Segmentation Variables Geo- graphic Demo- graphic Psycho- graphic Behavior al

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

Demographic Segmentation AgeGenderFamily Size Family Life Cycle IncomeOccupationEducationReligion RaceGenerationNationality

Psychographic Segmentation Social Class Lifestyle ( نمط الحياة ), and Personality ( شخصية )

Behavioral Segmentation Behavioral segmentation divides a market into segments based on consumer knowledge, attitudes, uses, or responses to a product. Occasions Benefits sought User Status Usage Rate Loyalty Status

Requirements for Effective Segmentation Measurable – ( قابل للقياس ) Accessible – ( يمكن الوصول إليها ) Sustainable – ( المستدامة ) Differentiable – ( اختلاف ) Actionable – ( عملي )

Selecting Target Market Segments A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.

Differentiation and Positioning A product’s position is the way the product is defined by consumers on important attributes – the place the product occupies ( تحتل ) in the consumer’s mind relative ( نسبي ) to competing ( المتنافسة ) products

Differentiation ( تمييز ) Product Service Channel ( مسار ) People Image ( صورة )

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