DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGIES

Once it fully understand customer and marketplace, now its time to design a customer driven marketing strategies. To design a winning marketing strategy, the marketing manager must answer two important questions:

1. what customer will we serve( what our target market)?
2. how can we serve these customer ( what's our value preposition)? 

SELECTING CUSTOMER TO SERVE

Marketer now first decide who it will serve. because if you want to serve everyone than you can not serve even a single person profitably so now we should follow these steps.

• Segmentation; divide the whole market into chunks that give you the more profitable business so segmentation can be done by
• Demographically

1. Income
2. Age
3. Gender
4. Family Size
5. Occupation
6. Education
7. Religion
8. Nationality
• Geographically
1. Word region or country
2. Country region
3. City or metro
4. Density 
5. Climate
• Psycho-graphically
1. Social class
2. life style
3. personality
• Behavioral 
1. Occasion
2. Benefits
3. User Status
4. User rate
5. Loyalty status
6. Readiness stage
7. Attitude

Market segmentation reveals the firm market segment opportunities. The firm now has to evaluate the various segments and decide how many and which segments it can serve best. Evaluate and select the segments,

• Targeting
1. Undifferentiated (Mass) marketing
2. Differentiated ( segmented) marketing
3. Concentrated (niche) marketing
4. Micro-marketing (local or individual marketing) 

MARKETING MANAGEMENT ORIENTATIONS 

marketing management wants to design strategies that will build profitable relationships with target consumer. But what philosophy should guide these marketing strategies? What wight should be given to the interest of customers, the organization, and society?
There are five alternative concepts under which organization design and carry out their marketing strategies:

1. Production  Concept ; consumer favor the products + products are affordable, organization should focus on production and distribution efficiency.
2. Product Concept ; Consumer will favor the features, quality and performance of the products. 
3. Selling Concept: Consumer will never buy unless it undertakes a large-scale selling and promotion effort.
4. Marketing Concept: The philosophy that holds achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desire satisfaction better than competitors.
5. Societal Marketing concept: The company requirements, consumers' long run interest and society's long run interest.