O'zbekiston respublikasi

Bozor segmentatsiyasi strategiyasi

Marketologlar uchun asosiy e’tibor - bozomi segmentga ajratish kerakmi yoki yo‘qmi degan savollar muhokama qilinadi. Kompaniya falsafasiga, resurslariga, mahsulot turiga yoki bozor xususiyatlariga bo g iiq ravishda, biznes bir-biridan farqlanmagan yondashuv yoki farqli yondashuvni rivojlantirishi mumkin. Farqlanmagan yondashuvda, sotuv­ chi segmentatsiyani e’tiborga olmaydi va xaridorlaming ko ‘p sonli ehtiyojlarini qondiradigan mahsulotni ishlab chiqadi. Farqli yondashuv­ da firma bir yoki bir necha bozor segmentlarini maqsad qilib oladi va har bir segment uchun alohida takliflar ishlab chiqadi.42

40. 
    In his ofl-cited work. New and Improved: The Story- o f Mass M arketing in America, Basic Books, N.Y. 1990 pp. 4 -12 , Richard Tedlow outlines fust three stages: fragmentation, unification and segmentation. In a subsequent work, published three years later, Tedlow and his co-author thought that they had seen evidence o f a new trend and added a fourth era, termed Hyper-segm entation (post 1980s); See Tedlow, R.A. and Jones, G., The Rise and Fall o f Mass M arketing, Roufledge, N.Y., 1993, Chapter 2
    
41. 
    Fullerton, R„ "Segmentation in Practice: An Overview o f the Eighteenth and Nineteenth Centuries," in Jones. D.G.B. and Tadajewski, M. (eds). The Routledge Companion to Marketing History, Oxon, Routledge, 2016, p. 94
    
42. 
    Business Dictionary Online: http://w ww.businessdictionarv.com /definition undifferentiated- m arketing.htm l
    

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7.6.1-jadval

Segmentstsiyaga asosiy strategik yondashuvlar
Segmentlar Segmentatsiya Sharhlar soni strategiyasi
N ol Farqlanm agan Ommaviy marketing: segment yo‘q
strategiya
B ir Fokus strategiya N isha m arketing: kichik, aniq belgilangan
m aqsadli bozorga e ’tibor qarating
Ikki yoki Farqli strategiya Bir nechta nishalar: 2 yoki undan ko‘proq e ’tibom i undan ortiq tortadigan maqsadlar, aniq belgilangan harakatlar M inglagan G iper- i Y akka tartibdagi m arketing: har bir m ijoz uchun
segm entatsiyalash ; taklifni m oslashtiring
Bir qator omillar kompaniyaning segmentlash strategiyasiga ta ’sir ko'rsatadi: