Briefly Describe the Four Major Steps in Designing a Customer-Driven Marketing Strategy.

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In designing a customer-driven marketing strategy, you will probably want to direct your efforts toward a small specialized public or "niche." Niche marketing can provide a start-up with an opportunity to launch a business successfully even in today's crowded arena, according to marketing experts Dr. Afarin Bellisario and Peter Geisheker. For example, the successful Swiss company Laurastar has targeted people who want to press clothes at home to professional-level quality, selling them a high-end home pressing system.
1. FIGURE OUT WHO YOUR CUSTOMERS ARE
If you do not already have a clear idea of who your customer is, you need to figure this out. Do not try to be everything to everybody. You are looking for a group of consumers or businesses that share a very specific need or want, according to Geisheker. Look around you, read magazines and trade publications, talk to people and study existing businesses and products to find a void that you can fill. If you already have a product, you'll need to "find the people who stay up at night worrying about the problem your product or service solves, and you have just found your niche market," Geisheker said. For example, if you have invented a new ergonomic chair that helps with lower back pain, your customers will be people with pain in their lower backs.
2. GET TO KNOW YOUR CUSTOMERS WELL
Find out they live, as well as their habits, needs and desires. Go out and meet and observe your customers wherever you can find them. Talk to them, observe them, ask them about what they want and need, and listen very carefully. Do not assume that you know already. For example, the owner of a shop selling clothes for the over-40 woman might go to restaurants and bars in her town and observe over-40 women to see what they are wearing. English retail expert Mary Portas takes her clients, who are all boutique owners losing money, out to…...

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