Customer Value–Driven Marketing Strategy: Creating Value for Target Customers

Objectives Outline

  • Objective 1 Define the major steps in designing a customer value–driven marketing strategy: market segmentation, targeting, differentiation, and positioning. Marketing Strategy (pp 212–213)
  • Objective 2 List and discuss the major bases for segmenting consumer and business markets. Market Segmentation (pp 213–221)
  • Objective 3 explain how companies identify attractive market segments and choose a market-targeting strategy. Market Targeting (pp 221–228)
  • Objective 4 Discuss how companies differentiate and position their products for maximum competitive advantage. Differentiation and Positioning (pp 228–236)


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