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chapter 7: Customer value-driven Marketing
Strategy
Type Lecture
This document discusses customer-driven marketing strategy, specifically focusing on market
segmentation, targeting, and differentiation and positioning. It emphasizes the importance of
understanding customer needs and behaviors, and highlights different segmentation criteria such
as geographic, demographic, psychographic, and behavioral. The document also explores
Description various targeting strategies, including undifferentiated mass targeting, differentiated segmented
marketing, concentrated niche marketing, and micromarketing. Additionally, it explains the
concept of product positioning and provides techniques for developing a mission or positioning
statement. Overall, the document emphasizes the significance of creating value for target
segments and effectively differentiating a brand or product in the market.
Reviewed
CUSTOMER-DRIVEN MARKETING STRATEGY
customers differ in needs, wants and buying behaviour
one of the most important marketing decisions is to determine which customers to build a customer
relationship with
THE STP STRATEGY:
chapter 7: Customer value-driven Marketing Strategy 1
, MARKET SEGMENTATION
Usually a company does not try to appeal to everyone → targets and attracts some type of customers and
rejects other types of customers
market segmentation = dividing a heterogeneous market into smaller segments with distinct needs,
characteristics or behaviours that might require separate marketing strategies or mixes
= the process of dividing a company’s market
with potential customers into subsets of potential
customers with similar needs and behaviours
Reasons for market segmentation:
in line with the marketing concept
chapter 7: Customer value-driven Marketing Strategy 2
, heterogeneous markets with different needs
different reactions toward marketing
organisational capabilities are different
competition
new technologies and communication techniques
Why market segmentation is the first step?
getting to know the target audience(s) is fundamental → gathering insights on needs, preferences,
behaviour
going into marketing mix tactics prematurely before knowing the audience is a common pitfall in marketing
strategies ⇒ choosing and knowing the segments should precede positioning, and marketing mix
decisions such as pricing, promotion channels, messages
segmentation is the foundational step in marketing strategy development because it ensures that
subsequent decisions about positioning and the marketing mix are aligned with the needs of the target
audience
https://www.youtube.com/watch?v=Mco8vBAwOmA
Pros and cos of market segmentation:
PROs CONs
matching customer preferences market research costs
more effective marketing and advertising design costs
strategy
production costs
stronger marketing messages (not generic)
promotion costs
boosts client satisfaction and retention
inventory costs
small segmentation may not be profitable
Segmentation criteria
many possible criteria exist to divide the market into different segments
the main criteria that are being used are geographic, demographic, psycho-graphic, behavioural
often a combination of segmentation criteria is used
SEGMENTATION OF CONSUMER MARKETS SEGMENTATION OF BUSINESS MARKETS
geographic geographic
country country
region region
city city
density density
climate climate
demographic demographic
age industry
chapter 7: Customer value-driven Marketing Strategy 3
chapter 7: Customer value-driven Marketing
Strategy
Type Lecture
This document discusses customer-driven marketing strategy, specifically focusing on market
segmentation, targeting, and differentiation and positioning. It emphasizes the importance of
understanding customer needs and behaviors, and highlights different segmentation criteria such
as geographic, demographic, psychographic, and behavioral. The document also explores
Description various targeting strategies, including undifferentiated mass targeting, differentiated segmented
marketing, concentrated niche marketing, and micromarketing. Additionally, it explains the
concept of product positioning and provides techniques for developing a mission or positioning
statement. Overall, the document emphasizes the significance of creating value for target
segments and effectively differentiating a brand or product in the market.
Reviewed
CUSTOMER-DRIVEN MARKETING STRATEGY
customers differ in needs, wants and buying behaviour
one of the most important marketing decisions is to determine which customers to build a customer
relationship with
THE STP STRATEGY:
chapter 7: Customer value-driven Marketing Strategy 1
, MARKET SEGMENTATION
Usually a company does not try to appeal to everyone → targets and attracts some type of customers and
rejects other types of customers
market segmentation = dividing a heterogeneous market into smaller segments with distinct needs,
characteristics or behaviours that might require separate marketing strategies or mixes
= the process of dividing a company’s market
with potential customers into subsets of potential
customers with similar needs and behaviours
Reasons for market segmentation:
in line with the marketing concept
chapter 7: Customer value-driven Marketing Strategy 2
, heterogeneous markets with different needs
different reactions toward marketing
organisational capabilities are different
competition
new technologies and communication techniques
Why market segmentation is the first step?
getting to know the target audience(s) is fundamental → gathering insights on needs, preferences,
behaviour
going into marketing mix tactics prematurely before knowing the audience is a common pitfall in marketing
strategies ⇒ choosing and knowing the segments should precede positioning, and marketing mix
decisions such as pricing, promotion channels, messages
segmentation is the foundational step in marketing strategy development because it ensures that
subsequent decisions about positioning and the marketing mix are aligned with the needs of the target
audience
https://www.youtube.com/watch?v=Mco8vBAwOmA
Pros and cos of market segmentation:
PROs CONs
matching customer preferences market research costs
more effective marketing and advertising design costs
strategy
production costs
stronger marketing messages (not generic)
promotion costs
boosts client satisfaction and retention
inventory costs
small segmentation may not be profitable
Segmentation criteria
many possible criteria exist to divide the market into different segments
the main criteria that are being used are geographic, demographic, psycho-graphic, behavioural
often a combination of segmentation criteria is used
SEGMENTATION OF CONSUMER MARKETS SEGMENTATION OF BUSINESS MARKETS
geographic geographic
country country
region region
city city
density density
climate climate
demographic demographic
age industry
chapter 7: Customer value-driven Marketing Strategy 3
