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Ajay Chandel, Lovely Professional University Unit 5: Designing a Customer-driven Strategy .......

Unit 5: Designing a Customer-driven Strategy and Mix: Notes
Creating Value for Target Customer

CONTENTS

Objectives
Introduction
5.1 Requirements for Effective Segmentation

5.2 Bases for Segmentation
5.2.1 Geographic Segmentation
5.2.2 Demographic Segmentation
5.2.3 Psychographic Segmentation
5.2.4 Behaviouristic Segmentation

5.2.5 Benefit Segmentation
5.2.6 Demographic-psychographics Segmentation (Hybrid Approach)
5.2.7 Geo-demographic Segmentation (Hybrid Approach)

5.3 Targeting Marketing Segments
5.4 Positioning
5.4.1 Positioning Maps
5.4.2 Positioning Strategy
5.4.3 Positioning Approaches

5.4.4 Repositioning
5.4.5 Positioning Errors
5.5 Differentiation

5.5.1 Criteria for Differentiation
5.5.2 Tools for Differentiation
5.6 Application of Marketing Mix Strategic Perspective
5.7 Summary
5.8 Keywords

5.9 Review Questions
5.10 Further Readings

Objectives

After studying this unit, you will be able to:
List the requisites for effective segmentation

Discuss the bases for segmentation

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