Chapter 1 - Marketing: Creating Customer Value and Engagement - Discussion Questions - Page 32: 1-3

The key elements of a customer-driven marketing strategy are: 1. Selecting the customers to serve 2. Choosing a value proposition 3. Marketing management orientation Selecting customers to serve is the first key element of marketing management. This element dictates that marketers should know their customers. This means they should have an understanding of current customers, as well as new customers. Under this element, marketing management must know to which customers are suitable to sell. Likewise, under this element, marketers should understand which methods are most proficient for finding new and suitable customers. Choosing a value proposition is the second element. To develop a successful and effective customer-driven market strategy, marketers must promote value proposition among customers. This value proposition is based on customer service, which is provided by the marketing organization. Efficient and effective customer service is necessary to create a good value proposition. The final element is marketing management orientation. This element is a strategy that management designs. Its end-goal is to build successful and profit-bearing relationships with customers. Theses strategies should be based on the ideologies and philosophies of the base organization.

The key elements of a customer-driven marketing strategy are: 1. Selecting the customers to serve 2. Choosing a value proposition 3. Marketing management orientation Selecting customers to serve is the first key element of marketing management. This element dictates that marketers should know their customers. This means they should have an understanding of current customers, as well as new customers. Under this element, marketing management must know to which customers are suitable to sell. Likewise, under this element, marketers should understand which methods are most proficient for finding new and suitable customers. Choosing a value proposition is the second element. To develop a successful and effective customer-driven market strategy, marketers must promote value proposition among customers. This value proposition is based on customer service, which is provided by the marketing organization. Efficient and effective customer service is necessary to create a good value proposition. The final element is marketing management orientation. This element is a strategy that management designs. Its end-goal is to build successful and profit-bearing relationships with customers. Theses strategies should be based on the ideologies and philosophies of the base organization.