Using a Real Life Example of a Company Outline the Key Components of a Customer Driven Marketing Strategy. Illustrate How These Components Are Utilised by Your Selected Company in Implementing a Customer Driven Marketing Strategy.

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The Xbox 360 game console produced by Microsoft is a game console that will bring you entertainment and leisure. Distributed in stores such as “Game”, the Xbox 360 will satisfy you in the departments of entertainment and amusement. Millions of people around the world including myself have witnessed firsthand what this great game console can grant you. Microsoft distributing its product in various stores such as “Game” allows them to use a customer driven marketing strategy in ensuring the product attracts and retains customers. Utilising the key components, “identifying your target market”, ‘value satisfaction” and “relationship marketing” (University of Western Sydney 2012) will provide Game the edge over competition in selling the product and maintaining customers. Target Market: It is important to target a specific market segment as it will save every company time and money. Microsoft researches the demographic characteristics of customers such as age, gender and income to find the most suitable target for their product the Xbox 360. This research has allowed “Game to target the late teenage years of boys who are 16-21, as the Xbox 360 has proven it is most suitable for them, as every teenager enjoys entertainment and leisure. Value Satisfaction: A company must always put in consideration what the customers really need, and offer the consumers a bundle of benefits in return of the price they paid (T Chikweche[University of Western Sydney], 2012, lecture 1 27 February).In this case Microsoft offers many benefits such as being able to access foxtel on the Xbox and watch DVD’s, wireless internet and most importantly entertainment. Everyone including myself enjoys a bit of leisure time on a daily basis as work or school can cause people stress. Microsoft’s Xbox 360 allows these people to relieve any stress they may have had and just get away from everything. The

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