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Customer-driven Marketing Strategy: Creating Value for Target Customers…
Customer-driven Marketing Strategy: Creating Value for Target Customers
Market Segmentation
1.1. Segmenting Consumer Markets
1.1.1. Geographic Segmentation
( Nations, regions, states, countries, neighborhoods, population density (Urban, suburban, rural), climate)
1.1.2. Demographic Segmentation
(Age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, generation)
1.1.3. Psychographic Segmentation
(Social class, lifestyle, personality)
1.1.4. Behavioral Segmentation
(Occasions, benefits, user status, usage rate, loyalty status)
1.2. Segmenting Business Markets
1.3.Segmenting International Markets
1.4. Requirements for Effective Segmentation
1.4.1. Measurable
1.4.2. Accessible
1.4.3. Substantial
1.4.4. Differentiable
1.4.5. Actionable
Market Targeting
2.1. Evaluating Market Segments
2.2. Selecting Target Marketing Segments
2.2.1. Undifferentiated or Mass Marketing
2.2.2. Differentiated or Segmented Marketing
2.2.3. Concentrated or Niche Marketing
2.2.4. Micromarketing
2.2.4.1. Local Marketing
2.2.4.2. Individual Marketing
Differentiation & Positioning
3.1. Positioning Maps
3.2. Choosing a Differentiation and
Positioning Strategy
3.2.1. Identifying Possible Value Differences & Competitive Advantages
3.2.2. Choosing the Right Competitive Advantages
3.2.2.1. How Many Differences to Promote
3.2.2.2. What Differences to Promote
3.2.2.2.1. Important
3.2.2.2.2. Distinctive
3.2.2.2.3. Superior
3.2.2.2.4. Communicable
3.2.2.2.5. Preemptive
3.2.2.2.6. Affordable
3.2.2.2.7. Profitable
3.2.3. Selecting Overall a Positioning Strategy
3.2.3.1. More for More
3.2.3.2. More for the Same
3.2.3.3. The Same for Less
3.2.3.4. Less for Much Less
3.2.3.5. More for Less
3.2.4. Developing a Positioning Statement
3.3. Communicating and Delivering the
Chosen Position