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Customer Value-Driven Marketing Strategy: Creating Value for Target…
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Evaluating Market Segments
Segment structural attractiveness
Company objectives and resources
Segment size and growth
Choosing a Differentiation and Positioning Strategy
Identifying a set of possible competitive advantages to build a position
Choosing the right competitive advantages
Selecting an overall positioning strategy
Communicating and delivering the chosen position to the market
four major steps in designing a customer-driven marketing strategy
Targeting
Differentiation
Segmentation
Positioning
selecting target market segment
Concentrated marketing
Micromarketing
Differentiated marketing
Undifferentiated marketing
Local marketing
Individual marketing
Market Segmentation
Segmenting international markets
Political and legal factors
Cultural factors
Economic factors
Geographic location
Requirements for effective segmentation
Substantial
Differentiable
Accessible
Actionable
Measurable
Segmenting business markets
Situational factors
Purchasing approaches
Personal characteristics
Customer operating characteristics
Segmenting consumer markets
different geographical units such as nations, regions, states, counties, cities, or even neighborhoods