Market SegmentationMarket segmentation : -Concept of Market Segmentation : -1 : . Mass Market )(
. : Market Niche
- : .. -. -. - Definition of Market Segmentation
)Kotler,280(.: -2 : Market
segment
.)621 ( . Objectives Of
Market Segmentation : -3:)97 ( . . . . . . . Benefits Of Market Segmentation : -4 )(
: - . -. . - . . - - - . Select of Market Segmentation Factors : -5: : . : . : . . : : . -1. 2 3. . 4.)431 (. - 5Ways to Segment The Markets
: -: ) ( : Geographic segmentation
-1 ) ( ) ( ) ( . : ) (
: . .)1( . :
. )6(
....
....
31111 -41111 41111 4111111 -011111 .........
.
.
.
Demographic segmentation : - 2 . . .)2( )2(
60 61-01 11-30 31-21 41 -42 44-6 6 .
.
.21111-41111 . 41111 . .21111
.
.
....
...
Kotler & Armstrong,186 :)(
: -1 )31-41( . 2. . Income ) (
. . . Age . Psychographic segmentation : - 3 : - - . .)3( )3(
.
Kotler & Armstrong,186 :)(
Behavioral or Benefit
: - 4segmentation
/ . . : . : Usage rate -
. :Loyalty state
-
Brand loyalty .)4( . )4(
) ( .) (
.
.
.
.
.
Kotler & Armstrong,186 :)(
Strategies for Target Markets : - . . : -Undifferentiated Marketing Strategy Or Mass Marketing
.)1( . )( )1( Differentiated Marketing Strategy
: - : .)2 ) . .)1( )2( )3( )2( :Concentrated Marketing Strategy - (Kotler & Armstrong,197). : . -
. -. - . . .)3( . )3(
