Marketers know that they can't attract all the buyers in the same marketplace that varies in their needs & buying behavior.
We can also see numerous buyers regarding their ability to buy & having different needs. More over, companies tries themselves to segment the marketplace to serve consumer well.
Most companies move to mass marketing & target marketing ; first they divided the market into different segment , select one or more segment to enter then evaluate the each segment attractiveness that is target marketing , after then firms focused on the buyers who have greater interest in the values they create best.
There're four major steps in designing a customer- drjven marketing stategy. They're-
1. Segmentation: Segmentation define divided the market into different segments of buyers who have same needs, characteristics or behaviors that might require separate marketing strategies. All buyers haven't same wants, resources, locations, buying attitudes & buying behavior. Through segmentation,companies divide the large market into smaller segments so that they can reached more efficiently & effectively to their target customers .
2. Targeting: After segmentation, then marketers evaluate each segments attractiveness & select one or more segment to enter. Targeting defines a set of buyers who have common needs & characteristics that the companies decide to serve.
3. Differentiation: Here, companies differentiate their market offerings than competitors & create superior customer value. Add unique design, better quality, easy payment system, good after sales services ,these all can differentiate one company to other company.
4. Positioning: Positioning defines itself that arranging the market offering to occupy a clear, dustinctive & desirable place relative to competing brands in the minds of target customers.
Every time , buyers not reevaluate the product, they previously set their mind to purchase in which brands that is positioning.
First two point useful for selecting customers to serve & last two point is useful for deciding on a value proposition.
We can also see numerous buyers regarding their ability to buy & having different needs. More over, companies tries themselves to segment the marketplace to serve consumer well.
Most companies move to mass marketing & target marketing ; first they divided the market into different segment , select one or more segment to enter then evaluate the each segment attractiveness that is target marketing , after then firms focused on the buyers who have greater interest in the values they create best.
There're four major steps in designing a customer- drjven marketing stategy. They're-
1. Segmentation: Segmentation define divided the market into different segments of buyers who have same needs, characteristics or behaviors that might require separate marketing strategies. All buyers haven't same wants, resources, locations, buying attitudes & buying behavior. Through segmentation,companies divide the large market into smaller segments so that they can reached more efficiently & effectively to their target customers .
2. Targeting: After segmentation, then marketers evaluate each segments attractiveness & select one or more segment to enter. Targeting defines a set of buyers who have common needs & characteristics that the companies decide to serve.
3. Differentiation: Here, companies differentiate their market offerings than competitors & create superior customer value. Add unique design, better quality, easy payment system, good after sales services ,these all can differentiate one company to other company.
4. Positioning: Positioning defines itself that arranging the market offering to occupy a clear, dustinctive & desirable place relative to competing brands in the minds of target customers.
Every time , buyers not reevaluate the product, they previously set their mind to purchase in which brands that is positioning.
First two point useful for selecting customers to serve & last two point is useful for deciding on a value proposition.
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