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Topic 3 - Customer-Driven Marketing Strategy-1

The document discusses segmentation, targeting, differentiation and positioning as key concepts in marketing strategy. It covers dividing the total market into segments based on geography, demographics, psychographics and behaviors. It also discusses mass, differentiated and concentrated marketing approaches and how to select target segments.

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an nguyen
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32 views

Topic 3 - Customer-Driven Marketing Strategy-1

The document discusses segmentation, targeting, differentiation and positioning as key concepts in marketing strategy. It covers dividing the total market into segments based on geography, demographics, psychographics and behaviors. It also discusses mass, differentiated and concentrated marketing approaches and how to select target segments.

Uploaded by

an nguyen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Geography segmentation

Segment based on:...

Demographic segmentation
Segment based on:...
1. SEGMENTATION
Divide the total
market into smaller Psychographic segmentation
segments Segment based on:...

Behavioural segmentation
More B for more P Segment based on:...

Undifferentiated (mass) marketing:.......................................................................


Eg.

More B for the same P


VALUE Differentiated (segmented) marketing:.......................................................................
PROPOSITION W3. Customer-driven 2. TARGETING Eg.

More B for less P


(Differentiation & marketing strategy. Select the segment
Positioning): (Create value for or segments to
Benefits vs. Price targeted customers) enter Concentrated (niche) marketing:.......................................................................
Eg.
The same B for less P

Micro-marketing (local or individual marketing):......................................................


Eg.
Less B for much less P

Product:..........
Eg.

Services:..........
Eg.
Perceptual Positioning Map 3. DIFFERENTIATION
4. POSITIONING
Shows consumer perceptions of their Differentiate the People:..........
Position the market
brands vs. competitors on market offering to Eg.
offering in the minds of
important buying dimensions create superior
target customers
Helps marketers to identify the gaps customer value
Distribution:..........
Eg.

Image:..........
Eg.

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