Chapter 7 Customer-Driven Marketing Strategy:Creating Value for Target Customers (一)目的与要求Goals and Requirements a.Define the major steps in designing a customer-driven marketing strategy:market segmentation,targeting,differentiation,and positioning b.List and discuss the major bases for segmenting consumer and business markets c.Explain how companies identify attractive market segments and choose a market targeting strategy d.Discuss how companies differentiate and position their products for maximum competitive advantage (二)教学内容Chapter Outline a.Market segmentation b.Market targeting c.Differentiation and positioning (三)思考与实践Critical thinking exercises There are many ways to segment a market.Using the four segmentation variables discussed in the chapter,discuss which variables would be most important for segmenting (a)candidates for cataractsurgery and(b)possible enrollees in a culinary school.Explain your choices. (四)教学方法与手段Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures,multimedia,group discussions,and classroom discussions. Chapter 8 Products,Services,and Brands:Building Customer Value (一)目的与要求Goals and Requirements a.Define product and describe the major classifications of products and services b.Describe the decisions companies make regarding their individual products and services,product lines,and product mixes c.Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require d.Discuss branding strategy-the decisions companies make the building and managing their brands 9 Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers （一） 目的与要求 Goals and Requirements a. Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning b. List and discuss the major bases for segmenting consumer and business markets c. Explain how companies identify attractive market segments and choose a market￾targeting strategy d. Discuss how companies differentiate and position their products for maximum competitive advantage （二） 教学内容 Chapter Outline a. Market segmentation b. Market targeting c. Differentiation and positioning （三） 思考与实践 Critical thinking exercises There are many ways to segment a market. Using the four segmentation variables discussed in the chapter, discuss which variables would be most important for segmenting (a) candidates for cataract surgery and (b) possible enrollees in a culinary school. Explain your choices. （四） 教学方法与手段 Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures, multimedia, group discussions, and classroom discussions. Chapter 8 Products, Services, and Brands: Building Customer Value （一）目的与要求 Goals and Requirements a. Define product and describe the major classifications of products and services b. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes c. Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require d. Discuss branding strategy-the decisions companies make the building and managing their brands