tailieunhanh - Lecture Principles of Marketing - Chapter 7: Customer-driven Marketing strategy

Lecture Principles of Marketing - Chapter 7: Customer-driven Marketing strategy presents the following content: Customer-driven Marketing strategy, market segmentation, market targeting, differentiation and positioning. | Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers 1 Customer-Driven Marketing Strategy: Creating Value for Target Customers Customer-Driven Marketing Strategy Market Segmentation Market Targeting Differentiation and Positioning Topic Outline 2 Market segmentation Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes. Market Segmentation 3 Market Segmentation In concept, marketing boils down to two questions: (1) Which customers will we serve? and (2) How will we serve them? Of course, the tough part is coming up with good answers to these simple-sounding yet difficult questions. The goal is to create more value for the customers we serve than competitors do 4 Segmenting consumer markets Segmenting business markets Segmenting international markets Requirements for effective segmentation Market Segmentation 5 Market Segmentation Segmenting Consumer Markets | Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers 1 Customer-Driven Marketing Strategy: Creating Value for Target Customers Customer-Driven Marketing Strategy Market Segmentation Market Targeting Differentiation and Positioning Topic Outline 2 Market segmentation Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes. Market Segmentation 3 Market Segmentation In concept, marketing boils down to two questions: (1) Which customers will we serve? and (2) How will we serve them? Of course, the tough part is coming up with good answers to these simple-sounding yet difficult questions. The goal is to create more value for the customers we serve than competitors do 4 Segmenting consumer markets Segmenting business markets Segmenting international markets Requirements for effective segmentation Market Segmentation 5 Market Segmentation Segmenting Consumer Markets 6 Market Segmentation Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities Segmenting Consumer Markets 7 Market Segmentation Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality Segmenting Consumer Markets 8 Market Segmentation Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups Gender segmentation divides the market based on sex (male or female) Note to Instructor This link goes to , a Web site for female teenagers and young adults. It is interesting to browse with the students to note what kind of content is of interest to this group. A look at the advertisers with banner ads, sponsorships, or contests on the site shows the importance of .

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Customer driven Marketing strategy
• Market segmentation
• Market targeting
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system