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Customer Driven Marketing Strategy:

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

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Customer Driven Marketing Strategy:

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  1. Customer Driven Marketing Strategy: Creating Value for Target Customers

  2. Market Segmentation • Market Targeting • Differentiation and Positioning

  3. Market Segmentation • Segmenting Consumer Markets • Segmenting Business Markets • Segmenting International Markets • Requirements for Effective Segmentation Home

  4. Segmenting Consumer Markets • Geographic Segmentation • Demographic Segmentation • Age & Life-Cycle Stage • Gender • Income • Psychographic Segmentation • Behavioural Segmentation • Occasions • Benefits Sought • User Status • Usage Rate • Loyalty Status Market Segmentation

  5. Segmenting Business Markets Market Segmentation

  6. Segmenting International Markets Market Segmentation

  7. Requirements for Effective Segmentation • Measurable • Accessible • Substantial • Differentiable • Actionable Market Segmentation

  8. Market Targeting • Evaluating Market Segments • Selecting Target Market Segments Home

  9. Evaluating Market Segments Market Targeting

  10. 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

  11. Differentiation and Positioning • Positioning Maps • Choosing a Differentiation and Positioning Strategy • Communicating and Delivering Chosen Position Home

  12. Positioning Maps Differentiation and Positioning

  13. Choosing a Differentiation and Positioning Strategy • 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 Statement Differentiation and Positioning

  14. Communicating and Delivering Chosen Position Differentiation and Positioning

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