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ch7 Markting
ch7 Markting
ch7 Markting
Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed
Tolba
Presentation prepared by Annelie Moukaddem Baalbaki
CHAPTER SEVEN
Customer-Driven Marketing
Strategy: Segmentation,
Targeting & Positioning
Geographic Demographic
segmentation segmentation
Psychographic Behavioral
segmentation segmentation
Geographic
Demographic
Benefits Sought
User Status
Usage Rate
Loyalty Status
Operating Characteristics
Purchasing Approaches
Situational Factors
Personal Characteristics
Geographic location
Economic factors
Political-legal factors
Cultural factors
Measurable
Accessible
Substantial
Differentiable
Actionable
Depends on:
• Company resources
• Product variability
• Product life-cycle stage
• Market variability
• Competitor’s marketing strategies
• Cigarettes
• Internet abuses
Product differentiation
Service differentiation
Channel differentiation
People differentiation
Image differentiation