بســــــــم الله الرحمن الرحيــــــــم. MRK 152 Mohammed Owais Qureshi Hashmi محمد عويس قرشي هاشمي Principles of Marketing.

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Presentation transcript:

بســــــــم الله الرحمن الرحيــــــــم

MRK 152 Mohammed Owais Qureshi Hashmi محمد عويس قرشي هاشمي Principles of Marketing

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

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

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 Geo- graphic Demo- graphic Psycho- graphic Behav- ioral الرئيسية تقسيم المتغير

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

AgeGender Family Size Family Life Cycle IncomeOccupation EducationReligion RaceGeneration Nationality Demographic Segmentation الديمغرافية الإنقسام

Psychographic Segmentation Social ClassLifestylePersonality الطبقة الاجتماعيةنمط الحياةشخصية

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

Requirements for Effective Segmentation MeasurableAccessibleSubstantial Differentiabl e 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