1. Principles of Marketing
MRK 152

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

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

4. Customer-Driven Marketing Strategy
لخدمة العملاء استراتيجية التسويق

5. 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)

6. Major Segmentation Variables
الرئيسية تقسيم المتغير
Geo-graphic
Demo-graphic
Psycho-graphic
Behav-ioral

7. 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.

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

9. Psychographic Segmentation
Social Class
Lifestyle
Personality
الطبقة الاجتماعية
نمط الحياة
شخصية

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

11. Requirements for Effective Segmentation
Measurable
Accessible
Substantial
Differentiable
Actionable