Customer Driven Marketing Strategy:
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Creating Value for Target Customers
description
Customer Driven Marketing Strategy:. Creating Value for Target Customers. Market Segmentation Market Targeting Differentiation and Positioning. Market Segmentation. Segmenting Consumer Markets Segmenting Business Markets Segmenting International Markets - PowerPoint PPT Presentation
Transcript of Customer Driven Marketing Strategy:
Creating Value for Target Customers
Market Segmentation
Market Targeting
Differentiation and Positioning
Market Segmentation
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting International Markets
Requirements for Effective Segmentation
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Geographic Segmentation Demographic Segmentation
Age & Life-Cycle StageGenderIncome
Psychographic Segmentation Behavioural Segmentation
OccasionsBenefits SoughtUser StatusUsage RateLoyalty Status
Market Segmentation
Market Segmentation
Market Segmentation
MeasurableAccessibleSubstantialDifferentiableActionable
Market Segmentation
Market Targeting
Evaluating Market Segments
Selecting Target Market Segments
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Evaluating Market Segments
Market Targeting
Selecting Target Market Segments Undifferentiated (mass) Marketing Differentiated (segmented) Marketing Concentrated (niche) Marketing Micromarketing
Local Marketing Individual Marketing
Choosing a Targeting Strategy Socially Responsible Target Marketing
Market Targeting
Differentiation and Positioning
Positioning Maps
Choosing a Differentiation and Positioning Strategy
Communicating and Delivering Chosen Position
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Differentiation and Positioning
Identifying Possible Value Differences & Competitive Advantage
Choosing the Right Competitive Advantage How Many Differences to Promote Which Differences to Promote
Selecting an Overall Positioning Strategy More for More More for the Same The Same for Less Less for Much Less More for Less
Developing a Positioning StatementDifferentiation and Positioning
Differentiation and Positioning
