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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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