Designing a Customer-Driven Marketing Strategy?

Once it fully understand consumers and the marketplace, marketing management can design a customer-driven marketing strategy.We define Marketing Management as the art and science of choosing target markets and building profitable relationships with them.The marketing management is aiming at finding,attracting, and growing target customers by creating,delivering and communicating superior customer value.
To design a winnig marketing strategy,the marketing manager must answer two important questions:What customers will we serve and how can we serve these customers best ......
Selecting Customers To Serve
The company must first decide who it will serve.It does this by dividing the market into segments of customers and selecting which segments it will go after .Some people think of marketing management as finding as many customers as possible and increasing deman .But marketing managers know that they cannot serve all customers in every way.By trying to serve all customers,they might not serve any customer well.Instead, the company wants to select only customers that it can serve well and profitably.For Example Nordstorm stores profitably target affluent professionals..
Some marketers may even seek fewer customers & reduced demand.For example,Amusement parks are overcrowded in the summer and many power companies have trouble meeting demand during peak usage periods.
Ultimately , marketing managers must decide which customers they want to target and on the level,and nature of their demand.Simply put,marketing management is customer management and demand management.

Choosing a Value Proposition

The company must also decide how it will serve targeted customers-how it will differentiate and position itself in the market place..A company,s value positin is the set of benefits or values it promises to deliver to consumers to satisfy their needs...

Such value propositions differentiate one brand from another.They answer the customer,s questions ..Why should i buy your product rather tahn a competitor,s? Companies must design strong value proposition that give them the right advantage in their target markets.

Marketing Management Orientation

Marketing management wants to design strategies that will build profitable relationships with target customers.But what philosophy should guide these marketing strategies ?what weight should be given to the interets of customers,the organization,and society?

There are five alternatives concepts under which organizations design & carry out their marketing strategies:The production,product selling,marketing and social marketing concepts...