This is about customer-driven marketing strategy. Hope this can help you :) #firstupload

1. Customer-Driven
Marketing Strategy

2. Today’s buyers…

3. Companies’ G O A L :
To design
customer-driven
marketing strategies
that build the
right relationships with
the right customers.

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. Today’s companies…

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. MARKET SEGMENTATION
Dividing a market
into smaller groups
with distinct
needs, characteristics, or
behavior that might
require separate
marketing strategies
or mixes.

8. 4 Important
Segmentation Topics
☺Segmenting Consumer Markets
☺Segmenting Business Markets
☺Segmenting International Markets
☺Requirements for Effective Segmentation

9. Segmenting Consumer Markets

10. GEOGRAPHIC SEGMENTATION
Dividing a market
into different
geographical units
such as
nations, provinces, regi
ons, parishes,
cities or neighborhoods.

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. Age & Life-Cycle Segmentation
Dividing a market into
different age and life-cycle groups.

13. Gender Segmentation
Dividing a market into different groups
based on gender.

14. Income Segmentation
Dividing a market into different
income groups.