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
b o g iiq ravishda, biznes bir-biridan farqlanmagan yondashuv yoki farqli
yondashuvni rivojlantirishi mumkin. Farqlanmagan yondashuvda, sotuv
chi segmentatsiyani e ’tiborga olmaydi va xaridorlaming k o ‘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 w ork.
N ew a n d Im proved: The Story- o f M ass M arketing in A m erica,
Basic
Books, N.Y. 1990 pp. 4 -1 2 , Richard Tedlow outlines fu st th ree stages: fragm entation,
un ificatio n and segm entation. In a subsequent work, published three years later, T edlow and his
co -au th o r thought th at they had seen evidence o f a new trend and ad d ed a fourth era, term ed
H yper-segm entation (post 1980s); See Tedlow , R.A. and Jones, G .,
The R ise a n d F all o f M ass
M arketing,
Roufledge, N .Y ., 1993, C hapter 2
41 F ullerton, R „ "Segm entation in Practice: A n O verview o f the E ighteenth and N ineteenth
C enturies," in Jones. D .G .B . and T adajew ski, M. (eds).
The R outledge C om panion to M arketing
History,
O xon, R outledge, 2016, p. 94
42
B u sin ess D ictionary
O nline: http://w w w .businessdictionarv.com /definition undifferentiated-
m arketing.htm l
142
7.6.1-jadval
Segmentstsiyaga asosiy strategik yondashuvlar
Segmentlar
Segmentatsiya
Sharhlar
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