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Customer-Driven Marketing Strategy
Creating Value for Target Customer
W. Rofianto
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The marketing environment
Consists of the actors and forces outside marketing that affect marketing
management’s ability to build and maintain successful relationships with
target customers.
MicroenvironmentThe actors close to the company that affect
its ability to serve its customers
[the company, suppliers, marketing intermediaries,
customer markets, competitors, and publics].
MacroenvironmentThe larger societal forces that affect
the microenvironment
[demographic, economic, natural,
technological, political, and cultural forces].
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Microenvironment
The actors close to the company that affect its ability to serve its
customers
PublicAny group that has an actual or potential interest in or impact on an organization’s
ability to achieve its objectives [Financial publics, Media publics, Government
publics, Citizen-action publics, Internal publics, General public and Local publics]
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Marketing Defined
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Macroenvironment
The larger societal forces that affect the microenvironment
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DemographyThe study of human populations in terms of
size, density, location, age, gender, race, occupation, and other statistics.
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Economic environmentEconomic factors that affect
consumer purchasing power
and spending patterns
The world's cheapest car, Tata
Nano is rear-engined, a four-
passenger city car from the
Tata Motors family.
Price: $3056.
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Natural environment
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Political environment
Laws, government agencies, and pressure groups that influence and limit
various organizations and individuals in a given society.
“alone together”
Jaminan Produk Halal Undang-undang Republik Indonesia Nomor 33 Tahun 2014
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Cultural environmentInstitutions and other forces that affect society’s basic values,
perceptions, preferences, and behaviors.
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Customer Value–Driven Marketing Strategy
Creating Value for Target Customers
COMPANIES TODAY RECOGNIZE That they cannot appeal to all
buyers in the marketplace—or at least not to all buyers in the same way. Buyers are
too numerous, widely scattered, and varied in their needs and buying practices.
Moreover, companies themselves vary widely in their abilities to serve different
market segments.
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▪ Measurable [can be measured]
▪ Accessible [can be effectively reached and served]
▪ Substantial [large or profitable enough to serve]
▪ Differentiable [respond differently to different marketing mix programs]
▪ Actionable. [can be designed for attracting and serving]
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Ease of Measurement vs Predictability
Segmenting Business Markets
Besides similar variables, marketers also use some additional variables,
such as customer operating characteristics, purchasing approaches,
situational factors, and personal characteristics.
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Evaluating Market Segments| Segment size and growth | Segment structural attractiveness |
| Company objectives and resources|
Selecting Target Market Segments
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Socially Responsible Target Marketing
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Positioning map: Large luxury SUVs
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Possible value propositions