Part 2 Markets, Segments, and Customer Value

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Part 2Markets, Segments, and Customer Value

• MKTG 490
• Pimentel
• Strategic Marketing, by Cravens Piercy

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Chapter 2Markets and Competitive Space
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Composition of a Product-Market

• Generic need satisfied by the product category
• Product types that can satisfy the generic need
• Specific product-markets within the generic
  product-market
• Example
• Passenger travel from Bakersfield to Los Angeles
• Air, auto, bus, train, bullet train, van,
  vanpool, carpool, motorcycle
• Bus, van, vanpool, carpool

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Analyzing Competition

• Define the competitive arena
• Identify key competitors
• Evaluate key competitors
• Anticipate actions by competitors
• Identify and evaluate potential competitors

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Chapter 3Strategic Market Segmentation
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Segmentation Variables

• Demographic and psychographic
• Use situation
• Needs and preferences
• Purchase-behavior

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Segments Relating to Global Brands

• Global citizens
• Global dreamers
• Antiglobals
• Global agnostics

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Chapter 4Strategic Customer Relationship
Management
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CRM

• Seeks to increase the value of the customer base
  through better relationships with customers
• Databases
• More than technology
• Narrowly defined groups
• Customer lifetime value (CLV)

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Implementing CRM

• Gain organizational commitment
• Form project team
• Analyze business needs
• Determining CRM strategy

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Chapter 5Capabilities for Learning About
Customers and Markets