| Market
Driven and Market Driving Strategy |
· Drivers of Differentiation
· Understanding Competitive Dynamics
· Achieving sustainable competitive
advantage
|
| Role
of the Customer Analysis in Value
Creation |
· Customer Motivations and Values
· Customer Choice Analysis
· Key Purchase Drivers
|
| Market
Segmentation |
· Standardization versus Customization
· Mapping the segmentation process
· Traps in developing effective
segmentation
|
| Product
Positioning Strategy |
· Determining market attractiveness
· Mass Marketing vs. Niche Marketing
· Evaluating a positioning strategy
|
| Customer
Relationship Management |
· Measuring Customer Equity
· Customer Portfolio Analysis
· Customer Retention Strategies
|
| Customer
Satisfaction & Loyalty Management |
· Measuring customer satisfaction
· Strategic role of customer satisfaction
· Loyalty based Management
· Building and Managing Brand
Equity
· Brand Equity Framework
· Leveraging Brand Equity
· Managing Portfolio of Brands
|
