From your Book Principles of Marketing (Kotler), please read the following:
Part II. Understanding the Marketplace and Consumers
5. Consumer Markets and Consumer Buyer Behavior
Part III. Designing a Customer-Driven Strategy and Mix
7. Consumer-Driven Marketing Strategy
Write a five (5) page essay from these two chapters (5 and 7), using 1.5 spacing, size font 12, Font type Arial or Times New Roman.
These chapters regard the following:
1. To define the four major steps in designing a customer-driven market strategy: market segmentation, market targeting, differentiation, and positioning
2. To list and discuss the major bases for segmenting consumer and business markets
3. To explain how companies identify attractive market segments and choose a market targeting strategy
4. To discuss how companies position their products for maximum competitive advantage in the marketplace
From this essay, I am most interested to read your definitions and real examples or experiences; you did fabulous in your past HW, so please keep your style.
Print this HW and bring a hard copy for next our class.
Any doubt, please let me know.
Have a great week.

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