1. CHAPTER 7 CUSTOMER DRIVEN MARKETING STRATEGY

2. Create Value
Segmentation
Targeting
Differentiation
Positioning

3. Segmentation Bases Geographic: Global, Regional, Multinational,
Local
Urban
Suburban
Rural

4. Demographic Age Gender Family Size Income Occupation Education
Religion
Nationality

5. Psychographic
Focus on VALS

6. Behavioral
Occasions
Benefits
User Status
Usage Rate

7. Requirements for Effective Segmentation
Measurable
Accessible
Substantial
Differentiable
Actionable

8. Market Targeting Undifferentiated (Mass) Marketing
Differentiated (Segmented) Marketing
Concentrated (Niche) Marketing
Micromarketing (Iocal or individual marketing)

9. Differentiation
Product
Service
Channels
People
Image

10. Value Propositions More for More More for the same More for less
The same for less
Less for much less