أثر التجزئة السوقية على تفعيل المزيج التسويقي : دراسة حالة مؤسسة أوبتيموم تيليكوم الجزائر "جازي" في الفترة 2001-2014

الملخص EN

Meeting the customers’ needs and desires by the organizations that profit from which is considered a difficult and a complex process under the current circumstances, due to the complexity and the diversity of these needs, and for being difficult to understand at times.

the process of market segmentation, which means segmenting the market sections have similar characteristics as much as possible , it is one of the successful solutions to make organizations capable of a good understanding of what customers want, and effective response to it.

This article examines the reality of market segmentation in the economic companies through one of the largest Algerian institutions, "Optimum Telecom Algeria", and how this operation contributes to the enriching of the marketing mix offered by it, making it able to meet the needs and desires of different customers, and increase the organization's ability to compete.