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    юрий локтионов
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    The document discusses developing a customer-driven marketing strategy using S.T.P - segmentation, targeting, and positioning. It also discusses developing an integrated marketing mix known as the 4Ps - product, price, place, and promotion. The 4Ps blend marketing tools to satisfy customer needs from the seller's view, while the 4Cs represent the customer view of customer solution, cost, convenience, and communication.

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    The document discusses developing a customer-driven marketing strategy using S.T.P - segmentation, targeting, and positioning. It also discusses developing an integrated marketing mix known as the 4Ps - product, price, place, and promotion. The 4Ps blend marketing tools to satisfy customer needs from the seller's view, while the 4Cs represent the customer view of customer solution, cost, convenience, and communication.

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    2 views2 pages

    Class Notes 9.16

    Uploaded by

    юрий локтионов
    The document discusses developing a customer-driven marketing strategy using S.T.P - segmentation, targeting, and positioning. It also discusses developing an integrated marketing mix known as the 4Ps - product, price, place, and promotion. The 4Ps blend marketing tools to satisfy customer needs from the seller's view, while the 4Cs represent the customer view of customer solution, cost, convenience, and communication.

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    3. Develop customer-driven marketing strategy


    S.T.P
    1.Segmentation- dividing a market into
    smaller segments
    2.Market Targeting- selecting market
    segment to enter
    3.Positioning and differentiation- what
    do you want to be known for, how are
    you different from your competitors, why
    is your product better than competitors

    4. Develop integrated marketing mix


    Market mix- set of marketing tools that blend
    to satisfy customers needs
    Also knows as 4ps Product- variety, quality, features, packing
    Price- list price, discounts, allowances, credit
    terms
    Place- where you can get the product,
    inventory, shipping
    Promotion- advertising, selling, public relations,
    sales promotion

    Sellers view 4ps/ Buyers view(4cs)


    Product-

    Price-

    customer solution
    customer cost

    Place-

    Convenience

    Promotion-

    communication

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