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chapter Part 3: Designing a Customer-Driven Marketing strategy and Integrated Marketing Mix 7 Customer-Driven Marketing scheme Creating Value for Target Customers Previewing the Concepts So far, youve learned what merchandise is and most the importance of understanding consumers and the securities industry place environment. With that as background, youre now ready to delve deeper into marketing strategy and tactics. This chapter looks except into key node-driven marketing strategy decisionshow to assort up markets into substantive customer groups (segmentation), choose which customer groups to come (targeting), create market offerings that best serve target customers ( assortediation), and rig the offerings in the minds of consumers (positioning). Then, the chapters that conform to explore the tactical marketing toolsthe quaternity Psby which marketers bring these strategies to life. As an opening archetype of segmentation, targeting, differentiation, a nd positioning at work, lets look at Dunkin Donuts. Dunkin, a more often than not Eastern U.S. hot chocolate chain, has ambitious plans to open into a national powerhouse, on a par with Starbucks. that Dunkin is no Starbucks. In fact, it doesnt unavoidableness to be. It targets a precise different kind of customer with a very different value proposition.

Grab yourself approximately chocolate and read on. L ast year, Dunkin Donuts paying dozens of incorruptible customers in Phoenix, Chicago, and Charlotte, North Carolina, $100 a week to obtain coffee at Starbucks instead. At the same time, the no-fril ls coffee chain paid Starbucks customers to ! make the face-to-face switch. When it later debriefed the deuce groups, Dunkin says it found them so polarized that company researchers dubbed them tribes severally of whom loathed the very things that make the other tribe loyal to their coffee shop. Dunkin fans viewed Starbucks as sesquipedalian and trendy, whereas Starbucks loyalists saw Dunkin as plain and unoriginal. I dont get it, one Dunkin regular told...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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