MGM 3211 | GROUP 4 | TOPIC 7: CUSTOMER VALUE DRIVEN MARKETING STRATEGY

TOPIC 7: Customer Value Driven Marketing Strategy

4 Objectives
4.1 Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.
4.2 List and discuss the major bases for segmenting consumer and business markets
4.3 Explain how companies identify attractive market segments and choose a market-targeting strategy.
4.4 Discuss how companies differentiate and position their products for maximum competitive advantage.