The first four of the five steps which are connected by arrows are categorized as "Create value for customers and build customer relationships." The step and its exploded contents are given below.

Step 1: Understand the marketplace and customer needs and wants

  • Research customers and the marketplace

  • Manage marketing information and customer data

Step 2: Design a customer value-driven marketing strategy

  • Select customers to serve: market segmentation and targeting

  • Decide on a value proposition: differentiation and positioning

Step 3: Construct an integrated marketing program that delivers superior value

  • Product and service design: build strong brands

  • Pricing: create real value

  • Distribution: manage demand and supply chains

  • Promotion: communicate the value ...

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