Management - Customer-Driven Marketing Strategy - Creating Value For Target Customers - Management Assessment Answer

Management Assessment Answer

• Learning objectives
• Define the main steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation and positioning.
• List and discuss the main bases for segmenting consumer and business markets.
• Explain how companies identify attractive market segments and choose a market-targeting strategy.
• Discuss how companies differentiate and position their products for maximum competitive advantage.
• Customer-driven marketing strategy
• Most companies have moved away from mass marketing and towards target marketing – identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.
• Companies must design customer-driven marketing strategies that build the right relationships with the right customers.

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