School of Business
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 7 | Part 1
Customer Value-Driven Marketing Strategy
,Objectives:
• Define the major steps in designing a customer value-driven
marketing strategy: market segmentation, targeting,
differentiation, and positioning.
• List and discuss the major bases for segmenting consumer
markets.
,The Marketing Process
, Marketing Strategy
• Companies can’t appeal to all buyers in the market, or at least not in
the same way.
• Reasons:
o Buyers are too numerous.
o Buyers are widely scattered.
o Buyers are varied in their needs and wants.
o Companies vary in their abilities to serve different market segments.
Companies must identify the parts of the market they can serve best and
most profitably, by designing customer value-driven marketing
strategies that build the right relationships with the right customers.
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 7 | Part 1
Customer Value-Driven Marketing Strategy
,Objectives:
• Define the major steps in designing a customer value-driven
marketing strategy: market segmentation, targeting,
differentiation, and positioning.
• List and discuss the major bases for segmenting consumer
markets.
,The Marketing Process
, Marketing Strategy
• Companies can’t appeal to all buyers in the market, or at least not in
the same way.
• Reasons:
o Buyers are too numerous.
o Buyers are widely scattered.
o Buyers are varied in their needs and wants.
o Companies vary in their abilities to serve different market segments.
Companies must identify the parts of the market they can serve best and
most profitably, by designing customer value-driven marketing
strategies that build the right relationships with the right customers.
