Learning Objectives:
After studying this chapter, the students should be able to:
- Define the major steps in designing a customer driven marketing strategy
- Define market segmentation, targeting, differentiation and positioning
- List and discuss the major bases for segmenting consumer and business markets
- Explain how companies identify attractive market segments and choose a market targeting strategy
- Discuss hoe companies differentiate and position their products for maximum competitive advantages

Learning Outcomes:
1. Able to understand the importance of applying customer value driven Strategies.
2. Able to know how to to divide markets into meaningful customer group.
3.Able to evaluate which consumer group can we serve.
4.Able to have some understanding regarding creating customer offerings.
5.Able to recognize the how to position the offerings in the minds of consumers.

Learning Content:
1. Bases of Segmentation.
2. Ways of Targeting.
3.Strategies of Positioning.