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chapter Part 3: Designing a Customer-Driven Marketing dodging and Integrated Marketing Mix 7 Customer-Driven Marketing dodge Creating Value for Target Customers Previewing the Concepts So far, youve learned what merchandise is and approximately the importance of understanding consumers and the foodstuff place environment. With that as background, youre now ready to delve deeper into marketing strategy and tactics. This chapter looks upgrade into key customer-driven marketing strategy decisionshow to assort up markets into meaty 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 ascertain explore the tactical marketing toolsthe quaternity Psby which marketers bring these strategies to life. As an opening archetype of segmentation, targeting, differentiation, and pos itioning at work, lets look at Dunkin Donuts. Dunkin, a mostly 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 both(prenominal) coffee tree and read on. L ast year, Dunkin Donuts paying dozens of crimp customers in Phoenix, Chicago, and Charlotte, North Carolina, $100 a week to sully coffee at Starbucks instead. At the same time, the no-frills coffee chain paid Starbucks cu stomers to make the face-to-face switch. Wh! en it later debriefed the both groups, Dunkin says it found them so polarized that company researchers dubbed them tribes severally of whom loathed the very things that do the other tribe loyal to their coffee shop. Dunkin fans viewed Starbucks as grandiloquent 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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