1. Marketing Mix (4Ps)
1.1. Product
1.2. Place
1.3. Promotion
1.4. Price
2. Customer
2.1. Characteristics
2.1.1. Butterflies
2.1.2. Stranger
2.2. Behavior
2.2.1. Complex
2.2.2. Dissonance-reducing
2.2.3. Habitual
2.2.4. Variety-seeking
3. Environment scanning
3.1. PESTEL+D
3.1.1. Political
3.1.2. Economy
3.1.3. Social
3.1.4. Technology
3.1.5. Environment
3.1.6. Ledge
3.1.7. Demographics
3.2. Competitive Environment
3.3. SWOT
3.3.1. Strength
3.3.2. Weakness
3.3.3. Opportunity
3.3.4. Treat
4. Customer value - driven marketing strategy
4.1. Segmentation
4.1.1. Segmenting Consumer markets
4.1.1.1. Geographic
4.1.1.2. Demographic
4.1.1.3. Psychologhic
4.1.1.4. Behavioral
4.1.1.4.1. Occasions
4.1.1.4.2. Benefits sought
4.1.1.4.3. User status
4.1.1.4.4. Usage rate
4.1.1.4.5. Loyalty status
4.1.2. Segmenting Business markets
4.1.2.1. Customer Operating Characteristics
4.1.2.2. Purchasing Approaches
4.1.2.3. Situational Factors
4.1.2.4. Personal Characteristics
4.1.3. Segmenting International markets
4.1.3.1. Geographic location
4.1.3.2. Economic
4.1.3.3. Political and Legal
4.1.3.4. Cultural
4.1.4. Requirement for effective segregation
4.1.4.1. Measurable
4.1.4.2. Accessible
4.1.4.3. Substantial
4.1.4.4. Differentiable
4.1.4.5. Actionable
4.2. Targeting
4.3. Positioning
4.3.1. Product
4.3.2. Services
4.3.3. Channels
4.3.4. People
4.3.5. Image
4.4. Differenmce
4.4.1. Competitive advantage
4.4.1.1. Important
4.4.1.2. Distinctive
4.4.1.3. Superior
4.4.1.4. Communicable
4.4.1.5. Preemptive
4.4.1.6. Afforddable
4.4.1.7. Profitable
4.4.2. Value Proposition