Customer-Driven Marketing Strategy

Creating Value for Target Customer

W. Rofianto

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].

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]

Marketing Defined

Macroenvironment

The larger societal forces that affect the microenvironment

DemographyThe study of human populations in terms of

size, density, location, age, gender, race, occupation, and other statistics.

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.

Natural environment

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

Cultural environmentInstitutions and other forces that affect society’s basic values,

perceptions, preferences, and behaviors.

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.

▪ 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]

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.

Evaluating Market Segments| Segment size and growth | Segment structural attractiveness |

| Company objectives and resources|

Selecting Target Market Segments

Socially Responsible Target Marketing

Positioning map: Large luxury SUVs

Possible value propositions

rofianto@gmail.com