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Published byKatherine Thompson Modified over 8 years ago
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Course Name: Principles of Marketing Code: MRK 152 Chapter: Four Customer driven Marketing Strategy
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What is Customer Driven Marketing Strategy
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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.
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Major Segmentation Variables Geo- graphic Demo- graphic Psycho- graphic Behavior al
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Geographic Segmentation Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, countries, cities, or even neighborhoods.
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Demographic Segmentation AgeGenderFamily Size Family Life Cycle IncomeOccupationEducationReligion RaceGenerationNationality
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Psychographic Segmentation Social Class Lifestyle ( نمط الحياة ), and Personality ( شخصية )
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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
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Requirements for Effective Segmentation Measurable – ( قابل للقياس ) Accessible – ( يمكن الوصول إليها ) Sustainable – ( المستدامة ) Differentiable – ( اختلاف ) Actionable – ( عملي )
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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.
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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
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Differentiation ( تمييز ) Product Service Channel ( مسار ) People Image ( صورة )
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Thank You!
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