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Customer-Driven Marketing Strategy: Creating Value for Target Customers…
Customer-Driven Marketing Strategy:
Creating Value for Target Customers
Differentiation and Positioning
Differentiation and Positioning
Choosing a Differentiation and
Positioning Strategy
Choosing the Right Competitive Advantages
Identifying Possible Value Differences and Competitive
Advantages
Positioning Maps
Communicating and Delivering the
Chosen Position
Market Segmentation
Segmenting Consumer Markets
Psychographic segmentation
Income segmentation
Gender segmentation
Demographic segmentation
Geographic segmentation
Behavioral segmentation
Occasion segmentation
Benefit segmentation
Intermarket (Cross-market ) segmentation
Requirements for Effective Segmentation
Market textTargeting
Selecting Target Market
Segments
Target market
Undifferentiated (mass) marketing
Differentiated (segmented marketing)
Concentrated Marketing
Micromarketing
Local marketing
Individual marketing
Choosing a targeting strateg
Socially Responsible Target Marketing
Evaluating Market Segments