Customer driven marketing strategy

In this chapter: Explain companywide strategic planning and its four steps, discuss how to design business portfolios and growth strategies, discuss how to design business portfolios and growth strategies, describe the elements of a customer-driven marketing strategy and mix and the forces that influence it, list the marketing management functions, including the elements of a marketing plan.

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This chapter define marketing and the marketing process, explain the importance of understanding customers and identify the five core marketplace concepts, identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations, discuss customer relationship management and creating value for and capturing value from customers, describe the major trends and forces changing the marketing landscape.

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In this chapter you will learn: What is Marketing? Understand the marketplace and customer needs, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, the changing marketing landscape.

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Lecture Principles of Marketing - Chapter 7: Customer-driven Marketing strategy presents the following content: Customer-driven Marketing strategy, market segmentation, market targeting, differentiation and positioning.

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