Objectives Outline
- Objective 1 Define the major steps in designing a customer value–driven marketing strategy: market segmentation, targeting, differentiation, and positioning. Marketing Strategy (pp 212–213)
- Objective 2 List and discuss the major bases for segmenting consumer and business markets. Market Segmentation (pp 213–221)
- Objective 3 explain how companies identify attractive market segments and choose a market-targeting strategy. Market Targeting (pp 221–228)
- Objective 4 Discuss how companies differentiate and position their products for maximum competitive advantage. Differentiation and Positioning (pp 228–236)
