From Market Segments to Strategic Segments

After mastering the "four Ps" that help marketers identify and target market segments, the next step is building the value network--the cross-functional orchestration of activities that use the firm's individual competences, processes, and assets to increase profit margin. This chapter proposes a "three Vs" approach--valued customer, value proposition, and value network--to help firms realize organizationwide strengths that better leverage products and services.