TOPIC 7: Customer Value Driven Marketing Strategy
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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.
