3
Which do we target?
This is an important strategic decision in digital marketing (which we discussed in
Chapter 5 under the strategic decision Decision 2: Market and product development
strategies).
4
How can we add value?
We have seen (in Chapters 5 and 6) that customer value is mainly dependent on the com-
bination of product quality, customer service quality, fulfilment time and price. Companies
need to decide for each segment which of these is most important and then seek to adjust
these elements accordingly as part of the marketing mix described in the next section.
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