Chapter+7

=Customer-Driven Marketing Strategy: Creating Value for Target Customers=

Marketing Team: Phuong, Daniel, Sarah A., Kasper, Sara V., Betine



Segmentation:
Geographic: Demographic: Psychographic: Behavioral:

Psychographic segmentation divides buyers into different segments based on a social class, lifestyle or personality characteristics.

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Zipcar CEO Scott Griffith says "It's not about cars, it's about urban life. We're creating a lifestyle brand that happens to have a lot of cars."



Occasion segmentation is dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.



Concentrated Marketing
instead going after a small share of a large market a firm goes after a large share of one or few smaller segments

- Whole food markets 285 stores and $ 8 billion in sales Walmart has 8.400 stores and sales $ 408 billion



Micromarketing:
tailoring products (specific products that suits for individual and locations, but at the same time, however they don´t customize their offers to each individual)

seeing a customer in every individual, micromarketers see the individual in every customer.

micromarketing includes: LOCAL MARKETING AND INDIVIDUAL MARKETING

Local marketing
involves tailoring promotions and brands to the needs and wants to the local community.



- "connects to people´s passion" -locally said the marketing chef at the north face





individual Marketing
one-to-one marketing

[|NikeID]

[|M&M´S]

analysing plasma screens

Differentiation and Positioning: See video: Click here