Download Market segmentation Segmenting Business Markets

Ahmad Al Arfaj
Abdulrahman Khalil
Raed bugshan
Murtada Al Maqrod
CHAPTER 7: CUSTOMER-DRIVEN MARKETING
STRATEGY
CUSTOMER-DRIVEN MARKETING STRATEGIES
Select customer to serve
Decide on a value proposition
Segmentation: Divide the
market into segments.
Create value for
targeted customers.
Targeting: Select the
segments to enter.
Differentiation:
Differentiate the market
offering to create
superior customer value
Positioning:
Position:Position
positionthe
the
market
offering
in the
market
offering
to the
minds mind
of target
of targeted
customers.
customers
Market segmentation
Segmenting Business Markets:
Most companies serve other companies as well as
customers.
Segmenting International Markets:
International markets are very complex and hard to
segment.
Requirements for Effective Segmentation
For segmentation to be effective, they need to have several characteristics:
-
-
-
-
-
First, segments need to have measurable characteristics, such as size
and purchasing power.
Second, segments need to be accessible, meaning they are easy to
reach and serve.
Third, segments need to be substantial, meaning they are large enough
and profitable.
Fourth, segments need to be differentiable, meaning they are easily
distinguished and have different characteristics.
. Finally, segments need to be actionable, meaning consumers from
target segments can be attracted using marketing programs.
MARKET TARGETING
Evaluating Market Segments
Selecting Target Market Segments
Choosing a Targeting Strategy
Socially Responsible Target Marketing
DIFFERENTIATION AND POSITIONING
Companies position products by value
proposition.