Professional Documents
Culture Documents
Chapter Seven: Customer-Driven Marketing Strategy Creating Value For Target Customers
Chapter Seven: Customer-Driven Marketing Strategy Creating Value For Target Customers
Customer-Driven Marketing
Strategy
Creating Value for Target
Customers
Copyright © 2009 Pearson Education, Inc.
Chapter 7- slide 1
Publishing as Prentice Hall
Customer-Driven Marketing Strategy:
Creating Value for Target Customers
Topic Outline
• Customer-Driven Marketing
Strategy
• Market Segmentation
• Market Targeting
• Differentiation and Positioning
Geodemographic segmentation is an
example of multivariable segmentation
that divides groups into consumer
lifestyle patterns
Copyright © 2010 Pearson Education, Inc.
Chapter 7- slide 11
Publishing as Prentice Hall
Market Segmentation
2. Segmenting International markets
Depends on:
• Company resources
• Product variability
• Product life-cycle stage
• Market variability
• Competitor’s marketing strategies