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7- 1
Copyright © 2012Pearson Education, Inc.
Publishing as Prentice Hall
it ’s good and
good for you
Chapter Seven
Customer-Driven Marketing
Strategy:
Creating Value for Target Customers
7- 2
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Customer-Driven Marketing Strategy:
Creating Value for Target Customers
•Customer-Driven Marketing Strategy
•Market Segmentation
•Market Targeting
•Differentiation and Positioning
Topic Outline
7- 3
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Market segmentation
Dividing a market into smaller segments
with distinct needs, characteristics, or
behavior that might require separate
marketing strategies or mixes.
Market Segmentation
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Market Segmentation
7- 5
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
•Segmenting consumer markets
•Segmenting business markets
•Segmenting international markets
•Requirements for effective segmentation
Market Segmentation
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Market Segmentation
Geographic
segmentation Demographic
segmentation
Psychographic
segmentation Behavioral
segmentation
Segmenting Consumer Markets
Market Segmentation
•Geographic segmentation divides the
market into different geographical units
Segmenting Consumer Markets
