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Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
Customer-Driven Marketing Strategy
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Customer-Driven Marketing Strategy

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Concepts of market segmentation, targeting, differentiation, positioning are reviewed, based on a text by Armstrong and Kotler. This presentation will help you understand how to develop marketing …

Concepts of market segmentation, targeting, differentiation, positioning are reviewed, based on a text by Armstrong and Kotler. This presentation will help you understand how to develop marketing strategies that are effective in identifying and winning customers.

Published in: Business, News & Politics
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  • 1. Adapted from Ch. 3 of Marketing, Armstrong and Kotler, 10th ed., 2011, Prentice Hall. ISBN: 978-0-13-610220-5. Customer-Driven Marketing Strategy Graham Garner • Wartburg College • Principles of Marketing, BA 353 • Fall 2013
  • 2. WHAT’S THE DIFFERENCE BETWEEN THESE TWO? SHOTGUN VERSUS RIFLE
  • 3. MARKET SEGMENTATION TARGETING DIFFERENTIATION POSITIONING CUSTOMER-DRIVEN MARKETING STRATEGIES THE FOUR MAJOR STEPS TO DESIGNING THEM
  • 4. SELECTING CUSTOMERS TO SERVE THROUGH SEGMENTATION AND TARGETING
  • 5. MARKET SEGMENTATION ALLOWS YOU TO REACH MARKETS MORE EFFICIENTLY AND EFFECTIVELY
  • 6. GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL MAJOR SEGMENTATION VARIABLES FOR CONSUMER MARKETS
  • 7. Measurable Size, purchasing power and profiles can be measured
  • 8. Accessible Market can be reached and served
  • 9. Substantial Large or profitable enough
  • 10. Differentiable Conceptually distinguishable and respond differently
  • 11. Actionable Able to take action tailored to the market segment
  • 12. TARGETING INVOLVES CHOOSING HOW MANY AND WHICH MARKET SEGMENTS TO FOCUS ON
  • 13. U N D I F F E R E N T I AT E D MASS D I F F E R E N T I AT E D SEGMENTED C O N C E N T R AT E D NICHE MICROMARKETING LOCAL OR INDIVIDUAL MARKET TARGETING STRATEGIES FROM BROAD TO NARROW
  • 14. How can targeted marketing be used irresponsibly?
  • 15. DECIDING ON A VALUE PROPOSITION THROUGH DIFFERENTIATION AND POSITIONING
  • 16. DIFFERENTIATION ALLOWS AN ORGANIZATION TO PRESENT ITS OFFERING AS SUPERIOR IN VALUE
  • 17. PROFITABLE DISTINCTIVE SUPERIOR COMMUNICABLE PREEMPTIVE AFFORDABLE DIFFERENCES TO PROMOTE HOW MANY DIFFERENCES SHOULD AN ORGANIZATION PROMOTE TO GAIN ADVANTAGE?
  • 18. POSITIONING IS THE WAY CONSUMERS DEFINE A PRODUCT OR SERVICE IN RELATION TO COMPETITION
  • 19. POSITIONING MAP SHOWS CONSUMER PERCEPTION OF A BRAND IN RELATION TO OTHERS
  • 20. Develop a positioning map with 10 brands: •Cars •Shoes •Clothing stores •Cell phones •Restaurant franchises

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