Principles of Marketing

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Presentation transcript:

Principles of Marketing MRK 152

Customer-Driven Marketing Strategy Creating Value for Target Customers CHAPTER 7 Customer-Driven Marketing Strategy Creating Value for Target Customers

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

Customer-Driven Marketing Strategy لخدمة العملاء استراتيجية التسويق

Market Segmentation Market segmentation(سوق التجزئة) is the process(عملية) of dividing(الفاصل) a market into distinct groups(مجموعة متميزة) of 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 الرئيسية تقسيم المتغير Geo-graphic Demo-graphic Psycho-graphic Behav-ioral

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

Demographic Segmentation الديمغرافية الإنقسام Age Gender Family Size Family Life Cycle Income Occupation Education Religion Race Generation Nationality

Psychographic Segmentation Social Class Lifestyle Personality الطبقة الاجتماعية نمط الحياة شخصية

Behavioral Segmentation السلوكية الإنقسام Occasions Benefits sought User Status Usage Rate Loyalty Status مناسبات تستفيد مستخدم وضع استخدام قيم ولاء

Requirements for Effective Segmentation Measurable Accessible Substantial Differentiable Actionable