Principles of Marketing, 17/e

Part 3: Designing a Customer Value-Driven Strategy and Mix (Chapters 7–17)

7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers

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So far, you’ve learned what marketing is and about the importance of understanding consumers and the marketplace. With that as a background, we now delve deeper into marketing strategy and tactics. This chapterlooks further into key customer value–driven marketing strategy decisions—dividing up markets into meaningful customer groups (segmentation), choosing which customer groups to serve (targeting), creating market offerings that best serve targeted customers (differentiation), and positioning the offerings in the minds of consumers (positioning). The chapters that follow ...