To move away from mass marketing and engage in customer-driven marketing, the order of the four steps that the company needs to undertake is: market segmentation, marketing positioning, differentiation, and targeting. Select one: True False Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the which addresses the question, "What is the buyer really buying?" O a. an actual product O b. exchange value Oc. core customer value O d. an augmented product

To move away from mass marketing and engage in customer-driven marketing, the order of the four steps that the company needs to undertake is: market segmentation, marketing positioning, differentiation, and targeting. Select one: True False Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the which addresses the question, "What is the buyer really buying?" O a. an actual product O b. exchange value Oc. core customer value O d. an augmented product

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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