1. Marketing Management Dr. K. Elan 1 Market Segmentation تقسيم & Target الهدف Marketing Chapter 5

2. Marketing Management Dr. K. Elan 2 Market Segmentation – involves dividing a market into smaller groups of buyers with distinct متميز needs, characteristics الخصائص, or behaviors that might require separate منفصلة marketing strategies or mixes.

3. Marketing Management Dr. K. Elan 3 Market segmentation is an effort to increase a company’s Precision marketing الدقة والتسويق. Levels of Market Segmentation : Mass الشامل Marketing [ Mass production, mass distribution, mass promotion for all buyers] Micro marketing : Segment marketing Niche محراب marketing

4. Marketing Management Dr. K. Elan 4 Local المحلية marketing Individual الفردية marketing

5. Marketing Management Dr. K. Elan 5 Patterns نمط of market segmentation : Homogenous preferences متجانسة تفضيلات Diffused preferences منتشر Clustered preferences. متفاوت

6. Marketing Management Dr. K. Elan 6 Bases for segmenting consumer markets: Geographic segmentation Demographic segmentation – age, family size, gender, income … Psychographic segmentation – lifestyle, personality, values Behavioral segmentation - Occasions, benefits, user status Multi – Attribute segmentation  Targeting multi segments.

7. Marketing Management Dr. K. Elan 6 - 7

8. Marketing Management Dr. K. Elan 8 Target marketing /Targeting - consists of evaluating تقييم each market segment’s attractiveness جاذبية and selecting one or more market segments to enter

9. Marketing Management Dr. K. Elan 9 Selecting the market segments: Single segment concentration تركيز [small car market] Selective انتقائي specialization تخصص [a number of segments] Product specialization [certain product for several segments] Market specialization [serving many needs of a customer segment] Full market coverage [serving all customer groups with all products] Target Marketing : [how many and which markets ?]

10. Marketing Management Dr. K. Elan 10 End