Instructional Objectives

At the end of the class, you should be able to:

1. draw a model of marketing strategy

2.explain the elements of customer driven marketing strategy
Marketing Strategy

A marketing strategy is the marketing logic by which

the business unit hopes to achieve its marketing
objectives.

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Model of marketing strategy

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Elements of Customer-Driven Marketing Strategy

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•Market segmentation: Market segmentation involves dividing a market into
smaller groups of buyers with distinct needs, characteristics, or behaviors who
might require separate products or marketing mixes.

•Market targeting: Market targeting consists of evaluating each market

segments attractiveness and select one or more market segments to enter.

•Differentiation: Differentiation involves actually differentiating the firm’s

market offering to create superior customer value.

•Positioning: Positioning consists of arranging for a market offering to occupy a

clear, distinctive, and desirable place relative to competing products in the
minds of target consumers.

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 Marketing mix
According Philip kotler “Marketing mix is a set of controllable
marketing variables that the firm blends to produce the
response it wants in the target market”.

The four controllable variables are:

1. Product
2. Price
3. Place
4. Promotion

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Model of Marketing Mix

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•Product: Anything that can be offered to a market for
attention, acquisition, use or consumption that might satisfy a want
or need.

•Price: The amount of money charged for a product or service,

or the sum of the values that consumers exchange for the benefits
of having or using the product or service.

•Place: The company’s activities that make the product

available to target consumers.

•Promotion: The activities that communicate the merits of

the product and persuade the target consumers to buy.

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