Customer-Driven Marketing Strategy:

A REPORT
ON
Customer-Driven Marketing Strategy:
Creating Value for Target Customers

INDEX

SL.NO. TOPICS PAGE NO. 1. Market segmentation 1 2. Segmenting consumer markets 2-4 3. Segmenting business markets 4 4. Segmenting International markets 5 5. Requirements for effective segmentation 5-6 6. Market targeting 6 7. Target marketing strategies 7-9 8. Differentiation and positioning 9 9. Positioning maps 10 10. Choosing a Differentiation and positioning 10-14 strategy |
Market Segmentation:

Market segmentation is a strategy that involves dividing a larger market into subsets of consumers who have common needs and applications for the goods and services offered in the market.
Steps in market segmentation, targeting and positioning

A market can be segmented by three ways. These are as follows: * Segmenting consumer markets * Segmenting business markets * 1
1
1
Segmenting international markets
1

Segmenting Consumer Markets:
The segmentation of consumer markets requires the creation of sub-groups from a larger population to more specifically target them. There are virtually dozens of ways that a market might be segmented and the segments chosen will depend on the business and the products or services it offers. Basically, segmentation is all about identifying specific groups of people based on common characteristics.

2

The major categories of segmentation bases from which managers can select:
Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities.