Chapter 7 : Customer Value-Driven Marketing

Chapter 7 : Customer Value-Driven Marketing

1. Segmentation

   • Consumer
     • Geographic
       • Nations
       • Regions
       • States
       • Counties
       • Cities
       • Neighbourhoods
       • Population density
         • Surban
         • Suburban
         • Rural
       • Climate
     • Demographic
       • Age
       • Gender
       • Life-Cycle
       • Income
       • Occupation
       • Religion
       • Ethnicity
       • Cultural
     • Psychographic
       • Lifestyle
       • Personality
     • Behavioral
       • Occasions
       • Benefits sought
       • User status
         • non-users
         • ex-users
         • potential users
         • first-time users
         • regular users
         • heavy users
       • Usage rate
         • light
         • medium
         • heavy
       • Loyalty status
         • Degree of loyalty
           • Completely loyal
             • Real assets
             • Personal word of mouth & social media
             • Engage & partner
           • Somewhat loyal
           • Zero loyal
         • Consumer loyalty
           • to Brands
           • to Stores
           • to Companies
     • Experian Marketing Mosaic System
   • Business
     • Geographical
     • Demographic
       • Industry size
       • Company size
     • Benefits sought
     • User rate
     • Usage rate
     • Loyalty statue
     • Operating characteristics
     • Purchasing approaches
     • Situational factors
     • Personal characteristics
   • International
     • Geographical location
     • Economic factors
     • Political
     • Legal
     • Cultural
     • Intermarket / Cross-market
       • Similar need & buying behavior, different locations
   • Effective Segmentation
     • Measurable
       • Size
       • Purchasing power
       • Profiles
     • Accesible (effectively reached and served)
     • Substantial (large or profitable enough to serve)
     • Differentiable (distinguishable & reacted differently)
     • Actionable (attracting & serving the segments)

2. Targeting

   • Market Segment Evaluation
     • Segment size & growth
     • Structural attractiveness
       • Competitors
       • Entrants (Easy or Difficult)
       • Products subtitute
       • Buyers' powers
       • Powerful suppliers
     • Company objectives & resources
   • Market Segment Selection
     • Undifferentiated / Mass
     • Differentiated / Segmented
     • Concentrated / Niche
     • Micromarketing (Specific tailoring)
       • Local marketing
         • SoLoMo = social + local + mobile
         • location-based marketing
       • Individual marketing
         • One-to-One
         • Mass customization
         • Markets-to-one
   • Choosing Target Segment
     • Company's resources
     • Product variability
     • Market variability
     • Competitors' marketing strategies
   • Socially Responsible Target Marketing

3. Differentiation

   • Product differentiation
     • features
     • performance
     • style
     • design
   • Services differentiation
     • speedy
     • convenient
   • Channel differentiation
     • coverage
     • expertise
     • performance
   • People differentiation
     • Hiring
     • Training
   • Image differentiation
   • USP criteria
     • Important (highly valued benefits)
     • Distinctive
     • Superior
     • Communicable & visible to buyers
     • Preemptive to competitors
     • Affordable to buyers
     • Profitable to company
   • Strategy
     • More-for-more
     • More-for-same
     • More-for-less (best)
     • Same-for-less
     • Less-for-less or "bottom of pyramid" (emerging markets)

4. Positioning

   • "To (target segment) who (need), our (brand) is (concept) that (point of differences)

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