Customer-Driven
Marketing Strategy
Today’s buyers…
Companies’ G O A L :
To design
customer-driven
marketing strategies
that build the
right relationships with
the right cust...
Thus,
MASS
MARKETING
“shotgun
approach”
TARGET MARKETING
“rifle approach”
☺Identifying market segments
☺Selecting one/more...
Today’s companies…
4 Steps
in Designing a Customer-Driven
Marketing Strategy
Segmentation
Divide the total market
into smaller segments
Targe...
MARKET SEGMENTATION
Dividing a market
into smaller groups
with distinct
needs, characteristics, or
behavior that might
req...
4 Important
Segmentation Topics
☺Segmenting Consumer Markets
☺Segmenting Business Markets
☺Segmenting International Market...
Segmenting Consumer Markets
GEOGRAPHIC SEGMENTATION
Dividing a market
into different
geographical units
such as
nations, provinces, regi
ons, parishes...
DEMOGRAPHIC SEGMENTATION
Dividing the market
into groups based on
variables such as
age, gender, family
size, family life ...
Age & Life-Cycle Segmentation
Dividing a market into
different age and life-cycle groups.
Gender Segmentation
Dividing a market into different groups
based on gender.
Income Segmentation
Dividing a market into different
income groups.
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Customer Driven Marketing Strategy-Creating Value for Target Customers

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Customer Driven Marketing Strategy-Creating Value for Target Customers

  1. 1. Customer-Driven Marketing Strategy
  2. 2. Today’s buyers…
  3. 3. Companies’ G O A L : To design customer-driven marketing strategies that build the right relationships with the right customers.
  4. 4. Thus, MASS MARKETING “shotgun approach” TARGET MARKETING “rifle approach” ☺Identifying market segments ☺Selecting one/more of them ☺Developing marketing products & marketing programs tailored to each
  5. 5. Today’s companies…
  6. 6. 4 Steps in Designing a Customer-Driven Marketing Strategy Segmentation Divide the total market into smaller segments Targeting Select the segment or segments to enter Differentiation Differentiate the market offering to create superior customer value Positioning Position the market offering in the minds of target customer Create value for targeted customers Select customers to serve Decide on a value proposition
  7. 7. MARKET SEGMENTATION Dividing a market into smaller groups with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes.
  8. 8. 4 Important Segmentation Topics ☺Segmenting Consumer Markets ☺Segmenting Business Markets ☺Segmenting International Markets ☺Requirements for Effective Segmentation
  9. 9. Segmenting Consumer Markets
  10. 10. GEOGRAPHIC SEGMENTATION Dividing a market into different geographical units such as nations, provinces, regi ons, parishes, cities or neighborhoods.
  11. 11. DEMOGRAPHIC SEGMENTATION Dividing the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, educati on, religion, race, generation, and nationality.
  12. 12. Age & Life-Cycle Segmentation Dividing a market into different age and life-cycle groups.
  13. 13. Gender Segmentation Dividing a market into different groups based on gender.
  14. 14. Income Segmentation Dividing a market into different income groups.
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