Sub Topics Strategy Strategic Interactions Global Marketing E-Marketing
Strategy What is Strategy? Strategy vs. Tactics Traditional Environmental Assessment SWOT Internal Analysis Marketing Strategy Core Segmentation – Positioning – Targeting Opportunity Analysis Synergy Analysis Functional Requirements Portfolio Analysis Strategy Generation and Evaluation Generation of Objectives and Strategies Evaluation Implementation, Monitoring and Feedback Marketing Strategy Process
Strategic Interactions: p 2 ProductPlacePricePromotion Product Place Price Promotion
Strategic Interactions: p 2 Place x Promotion Push Strategies e.g. Off Invoice, Spiffing, Display Allowances, Floor Planning, Co-op Ad Pull Strategies Couponing, Rebates, Advertising Continuity/Loyalty Prog, Contests
Strategic Interactions: p 2 Place x Product Image complementarities The Distribution Strategy as a branding opportunity Issue of Private Label Brands The Power of Brands in Channel Conflict The Value of Branding in Channel Structures Product features influence channel decisions Reverse Channels Service intensive products Logistics
Strategic Interactions: p 2 Place x Price Trade promotions Pricing decisions can lead to conflict Pricing Policy can influence channel decisions Distribution impacts consideration set and hence WTP Alignment Issues (TIMEX) Location?
Strategic Interactions: p 2 Product x Promotion Packaging and Labeling Consistency in Ads and Design Sales promotion and Divisibility Advertising and Product Information Promotion and Product Newness Product quality and promotion
Strategic Interactions: p 2 Price x Promotion Advertising your Price Building Reference Prices Sales Promotion Cents Off Deals Coupons
Strategic Interactions: p 2 Product x Price Price-Quality Continuum Value = Product / Price Bundling Issues Product Line Pricing The Price of a Brand Option Pricing EDLP vs PROMO as an example of 4- way interaction
The eMarketplace Who is the eConsumer? 4 ePs? eProduct ePrice ePlace ePromotion Strategy for the future
Going Global? Globalization vs Glocalization Mode of Entry Decision Export Indirect Direct Contract Licensing Franchising Other Contractual Arrangements Invest Joint Venture Acquisition New Investment
When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your pocket and embarrass you." However, the company's mistakenly thought the Spanish word “embarazar” meant embarrass. Instead the ads said that… “It wont leak in your pocket and make you pregnant.”
In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi Generation” came out as… “Pepsi will bring your ancestors back from the dead.”
Scandinavian vacuum manufacturer Electrolux used the following in an American ad campaign: “Nothing sucks like an Electrolux.”
Japan's second-largest tourist agency was mystified when it entered English-speaking markets and began receiving requests for unusual sex tours. Upon finding out why, the owners of Kinki Nippon Tourist Company changed its name.