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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

Marketing Strategy

A green circle icon. Figure 7.1 shows the four major steps in designing a customer value–driven marketing strategy. In the first two steps, the company selects the customers that it will serve. Market segmentation involves dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more market segments to enter.

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Publisher Resources

ISBN: 9780134492513